Ford celebrated its centenary in the UK in 2011 and has been the country's top-selling car brand for more than 40 years. For much of that period Britain also served as the headquarters for Ford Motor Company's European business, but this was transferred to Germany in 1998. Even so, Britain remains Ford's biggest European market by far, almost twice the size of second-placed Germany by sales volumes, and the global #3 after the US and China. Yet Europe has also long been one of the group's most troubled regions financially, and Ford has announced a series of measures since 1999 designed to cut costs and boost profitability. These included the winding down of car production at its historic Dagenham factory. Almost all models are now imported from Europe. For 2018, Ford recorded new passenger car registrations of 254,082 units, down by over 10% for the second consecutive year but still the clear leader at 10.7% market share. In the light commercial segment, Ford had over 35% share from more than 128,000 new registrations, three times closest rival VW. The Fiesta replaced the Focus as the UK's best-selling car for first time in 2009, and has retained its leadership ever since, though volumes have dipped sharply in recent years. The total for 2018 was just under 96k, almost a third higher than VW's second-placed Golf. The Focus ranked 5th with 50k units, while Kuga entered the Top Ten at 40k. The Ford Transit has been the best-selling model in the medium commercial vehicle segment every year since 1965, and accounts for almost all the company's LCV sales. The UK-based Ford Motor Company Ltd reported revenues of £12.9bn in 2018 and net profit of £166m. Just over half of revenues came from the UK and the remainder from other European markets. Declared advertising expense was £113m. Andy Barrett is chairman & managing director. See also main Ford Motor Company profile.
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Historical profile information for Ford UK
Capsule checked 10th October 2019
Recent stories from Adbrands Update:
Adbrands Social Media 3rd July 2018: Ford rages against the dying of the light in this rousing spot from WPP's GTB agency, underpinned by Dylan Thomas's classic verse. There's some sort of strange masochistic pleasure to be gained from seeing workaday frustrations illustrated, and especially when they're then erased by the joys of driving at speed. It's not the first time we've seen this concept, but the poetic counterpoint adds new force and depth.
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