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WESTERN
EUROPE EXCLUSIVE FOR AID NEWSLETTER READERS |
 Characterised by a continuing erosion in market share and awash in red ink, in Western Europe things have not quite gone the Ford way in the past few years, or for that matter the past couple of decades. During the whole of last year, with its car market share skidding to a new record low of just 7.3 per cent, Ford of Europe posted a pre-tax loss of $1.06bn followed by a pre-tax loss of $185m during this year’s first quarter For industry observers there is precious little doubt, today Ford’s European car operation is little more than a pale shadow of its glorious former self. When judged from its recent performance, it isn’t difficult to conclude that those charged with stemming the ongoing slide in Ford’s West European market share fortunes, accompanied by the fast flow of red ink seen during the recent past, are confronted by an unenviable task, that is not only uphill and rocky, but also long and arduous. The most telling sign of Ford’s hitherto vain efforts to stem, let alone reverse its market share erosion, during the first third of this year its grip on a recovering market has continued to weaken. That’s a dip to 7.3 per cent from the 7.5 per cent still held a year ago, thus keeping Ford on track for yet another all-time low in the current year...more MORE LIKE THIS: > Hard-pressed PSA remains mere shadow of its former self 01 Jun 2015Innovate or die - All is not lost for Europe’s long-squeezed volume carmakers 13 Apr 2015 > PSA hits rock bottom 22 Apr 2015
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