Ford is facing a significant decline in sales in the European market in 2024. According to the European Automobile Manufacturers Association (ACEA), Ford's sales in the EU, EFTA and the UK totalled 426,307 units, 87,174 fewer than in 2023. This corresponds to a 17 per cent year-on-year decline.
The reduced model range, in particular the discontinuation of the popular Fiesta model, has had a significant impact on demand. In 2024, Ford had a market share of just 3.3 per cent, behind brands such as Hyundai and Kia, which each held 4.1 per cent of the market. By comparison, Ford had a 4 per cent share in 2023.
Renault Group's Dacia brand was also much more popular, with a market share of 4.5 per cent. The parent company of the Romanian brand gained 5.4% share, while Skoda from the VW Group ended the year with 5.9%. Toyota captured 7.2 per cent of the market, while VW's core brand was the undisputed leader with 10.6 per cent.
Ford's prospects in Europe for 2025 are not good either, given that the company will drop another model. The Focus will be phased out later this year, leaving the Mustang as the only Blue Oval model that isn't a crossover/SUV, pickup or commercial vehicle. According to Dataforce, the Focus generated 85,366 sales in Europe last year.
Source: Motor1
