Ford's Decline in Europe: Sales Drop and Model Cuts

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Ford's Decline in Europe: Sales Drop and Model Cuts

Ford"s dominance in the European market has come to an end, as the 2024 sales results reveal the significant negative impact of the company’s decision to reduce the number of available models.

According to data released by the European Automobile Manufacturers’ Association (ACEA), Ford experienced a sharp decline in demand of 17% compared to the previous year. The company recorded sales of 426,307 units in the European Union, the European Free Trade Association (EFTA), and the United Kingdom.

These markets include 27 EU countries, along with Iceland, Liechtenstein, Norway, and Switzerland as part of the EFTA, while the UK is listed separately following its departure from the EU five years ago.

Compared to 2023, Ford"s sales dropped by 87,174 vehicles, a significant decrease reflecting the challenges the company is facing. Part of this decline is attributed to the absence of the Fiesta model, as 2024 marked the first full year without this iconic car in Ford"s lineup.

As a result, Ford"s market share in the EU, EFTA, and UK markets shrank from 4% in 2023 to just 3.3% in 2024.

Looking ahead, 2025 is filled with challenges, especially as the company plans to discontinue production of the Focus model later this year. Once this decision is implemented, the Mustang will remain the only model in Ford’s lineup that does not belong to the crossover, SUV, truck, or commercial vehicle categories, placing the company under a new test to maintain its competitiveness.

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