Ford has been the UK's top-selling car brand for more than 40 years, and celebrated its centenary in the country in 2011. 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 2017, Ford recorded new passenger car registrations of 287,396 units, down by 10% on the year before but still the clear leader at 11.3% market share. In the light commercial segment, Ford had almost 33% share from over 118,000 new registrations, nearly 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, to 95k in 2017. The Focus held third place with almost 70k units, behind VW's Golf. 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 £11.8bn in 2016 and net profit of £374m. Declared advertising expense was £135m. Andy Barrett is chairman & managing director. Adbrands does not currently offer a separate business profile for Ford of Britain but subscribers may access account assignments and contact information for the company. See also main Ford Motor Company profile. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Which agencies handle advertising for Ford? Find out more from the Adbrands Account Assignments database
Who are the competitors of Ford? See Cars Sector index for other companies.
Capsule checked 22nd January 2018
Recent stories from Adbrands Weekly 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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