Ford Motor Company (UK)

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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 2016, Ford recorded new passenger car registrations of 318,316 units, down 5% on the year before and equivalent to 12.7% share. In the light commercial segment, Ford had a dominant 30.8% share from over 118,000 new registrations, more than double closest rival VW and as much as its next three rivals combined. The Fiesta replaced the Focus as the UK's best-selling car for first time in 2009, pushing its stablemate into the #2 spot. It has retained its leadership ever since, with sales of 120,525 units in 2016. The Focus held third place with 70,545 units, behind Vauxhall's Corsa. 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 and a pretax profit of £479m. 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. 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. 

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Capsule checked 27th January 2017

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