Record Ranger Sales Drive Ford’s Market Share Gains in Thailand in 2015
Bangkok–26 Jan–Hill+Knowlton Strategies
Ford’s overall full-year market share rose 0.3 points to 4.6 percent amid a protracted domestic industry slowdown.
Performance was driven by the best-ever full-year sales of Ford Ranger pick-up and strong demand for the all-new Ford Everest SUV launched mid-year
In 2016, the company plans to introduce more global Ford vehicles featuring advanced safety and connectivity technologies, and further expand its nationwide network and customer service experience
Ford Thailand recently announced 2015 retail sales of 36,465 units, helping the company the drive its overall full-year market share up 0.3 points from the prior year to 4.6 percent amidst a challenging industry that saw sales decline for the third consecutive year.
“The continuing launch of segment-defining vehicles in 2015, including the new Ford Ranger and all-new Ford Everest, combined with the further expansion of our retail presence and ongoing enhancements to our customer experience, are all helping drive the widening appeal of the Ford brand in Thailand and allowing us to continue gaining market share,” said Yukontorn ‘Vickie’ Wisadkosin, managing director, Ford Thailand.
Ford’s overall 2015 performance was driven by the best-ever full-year sales of the Ranger pickup truck, which were boosted by the launch of the new Ranger mid-year. The new Ranger’s tougher, smarter and more efficient capabilities helped deliver overall Ranger sales of 23,846 units, helping push its full-year share of the pickup truck segment up 0.8 points to 7.3 percent.
“With an array of smart technologies combined with off-road capability and fuel efficiency, the new Ranger sets the industry benchmark in the pickup truck segment for design, comfort and refinement,” explained Yukontorn.
Launched in August, the all-new Everest has redefined the medium SUV segment in Thailand with its outstanding capacity, advanced technologies and smart design. It has quickly become Ford’s second best-selling vehicle in Thailand with total sales of 5,014 units.
Despite only being available for the second half of 2015, exceptional demand for the all-new Everest helped it achieve a full-year share of the mid-sized SUV segment of 7.3 percent, including a monthly segment share as high as 14 percent.
“The all-new Everest is one of the smartest SUVs in its segment, and offers a seamless blend of rugged capability, exceptional ride quality and dynamic handling,” said Yukontorn.
The versatile EcoSport compact SUV contributed to Ford’s 2015 performance with full-year sales of 3,555 units, representing a 10.6 percent share of the small SUV segment.
Ford continued to expand its nationwide dealer network in 2015 with the addition of six new dealerships in key locations across the country. This includes Ford Sime Darby Charoennakorn, Ford B.P. Tungsong, in Nakhon Si Thammarat, RMA Rama 4, Ford Rungcharoen Bangna, Ford Sahachai Khon Kaen, and Ford Kanchanpisek.
Ford plans to continue adding new dealerships in 2016, further expanding its network and making the Ford brand even more accessible to customers nationwide.
“With the launch of more global Ford vehicles on the way, and the expansion of our nationwide dealer network continuing, we are committed to going further this year and making the Ford brand even more accessible to our customers across Thailand,” said Yukontorn.