Ford Philippines Post Higher Sales in 2008
January 10, 2009 by Tsikot
Ford Group Philippines reported on Friday an increase in its 2008 sales and remains “cautiously optimistic” as it projects a flat sales growth for the company this year.
“Like Ford Motor Company globally, Ford Group Philippines experienced a lot of bright spots in 2008 despite all the gloom and doom for our industry that has been a constant in the headlines,” Richard Baker, Ford Group Philippines president, said in a briefing Friday.
The joint Chamber of Automotive Manufacturers of the Philippines Inc. and Truck Manufacturers Association year-end industry sales report showed that Ford Group Philippines, which includes Mazda, posted a 3.5 percent year-on-year unit sales growth last year as it sold 7,747 units last year, compared with 7,486 in 2007.Baker said 2008 was the second best year in terms of sales for the local unit of the American car manufacturer, with only the 2004 total sales surpassing last year’s figure.
The Ford group took a total of 6.2-percent market share last year, with Ford Motor Company Philippines Inc. cornering a 4.6-percent share, while sales of Mazda composed 1.6 percent of the market, he said.
The company president said that in the vehicle segments wherein Ford competes, their market share grew by about 14 percent. Ford does not have models in other sectors, such as Asian utility vehicles and light commercial vehicles, he said.
Ford Group Philippines attributed last year’s sales growth to the “strong performances” of its Ford Escape, Everest and Ranger models. According to Ford Philippines, its new Escape posted a 46-percent increase in sales and jumped to the number two slot in the compact sports-utility vehicle segment. Sales of the Ranger went up 27 percent year-on-year while Ford Everest enjoyed its second best sale last year. Sales of the new Mazda 6 also increased by 37 percent and doubled its segment share.
Baker said that the company is cautiously optimistic this year, as it hopes to at least duplicate last year’s sales performance.
“The Philippines’ macroeconomic indicators are projected to be relatively sound this year and as long as consumer confidence remains fairly high and fuel prices [remain] relatively low, it’s good for the local auto industry. [But] no one can predict what will happen next, so we maintain a conservative outlook this year,” he said.
Ford Group Philippines reported that it exported 7,208 completely built units (CBU) last year, an increase of about 50 percent year-on-year. Cumulative exports since Ford Philippines started export operations in 2002 already reached about 58,000 CBUs as of end-December 2008, Baker said. CBU models manufactured at the company’s Santa Rosa, Laguna plant are Ford Escape, Ford Focus, Mazda 3 and Mazda Tribute, which are shipped to Asean-member countries such as Indonesia, Malaysia, Thailand and Vietnam. Ford is the only volume CBU exporter in the country.
Baker said the company has no plans to adjust its export volume production at the moment as it hopes to sustain current export levels. Their plant churns out 10,000 to 11,000 units annually, he said.
Pricing of Ford and Mazda vehicles would remain “competitive,” the executive added.
Baker also disclosed that the company would launch the 2009 Ford Club Wagon model next month, adding that some more models would be introduced this year.
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