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Ford South Africa Defies Local Market For Solid Growth In 2024

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.

A photo showing the exterior of the Ford Puma from a rear three quarters angle.

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.”

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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