Over the past few years, Ford South Africa has been in the process of retooling its lineup like much of the rest of the automaker’s global entities, adding a bevy of new, redesigned, and refreshed products along the way. These moves – which include a focus on offering customers a more compelling and competitive range of vehicles and services in the passenger car and light commercial vehicle (LCV) segments – faced their fair share of challenges in 2024, however. In fact, the South African car market, as a whole, experienced a three percent sales decline last year, but Ford South Africa managed to buck that trend in a big way.
Despite a broader downturn in that market, Ford South Africa posted a 6.4 percent increase year-over-year, selling a grand total of 32,765 vehicles. As has historically been the case, the Ford Ranger drove most of that success by accounting for 25,552 sales – its highest annual volume since 2018, while the Ranger also increased its share in the mid-size pickup segment from 22.7 percent in 2023 to 24.3 percent in 2024. The Ford Ranger was the best-selling double cab pickup in South Africa as a result, and also the leading commercial vehicle export with 66,284 units being shipped to other markets, too – 15.7 percent more than 2023, while the total export industry declined by 2.2 percent.
In addition to the Ranger, the Everest also had a strong year as Ford South Africa’s second best-selling vehicle after recording 3,109 sales – flat compared to 2023, and second in its segment. The Territory – which just launched in South Africa in April 2024 – recorded 2,123 sales, while the Puma finished the year with 873 units sold in total.
“Achieving 6.7 percent growth in the current economic climate, and with a flurry of new competitors entering the fray, is a significant achievement for the Ford brand and our current product lineup,” said Ryan Searle, director of Sales Operations, Ford South Africa. “It is also a positive indication that the extensive work we have done to reshape the Ford sales and product portfolio and the ownership experience is paying off.”
No Comments yet