Leading Ford’s ASEAN sales was the Ford Ranger, which enjoyed an 8 percent sales increase year-over-year
Ford’s record ASEAN sales were driven by record full-year performances in the Philippines, Vietnam and Cambodia, as well as full-year market share gains in Thailand despite a challenging domestic industry that saw sales decline for the third consecutive year.
"The successful introduction of more global Ford vehicles across ASEAN in 2015 – including the new Ranger pickup and new Everest SUV – helped an even more diverse range of customers connect with the Ford brand,” said Mark Kaufman, president, Ford ASEAN.
“Additionally, we continued to enhance our customer and ownership experience, as well as expand our Ford dealer network in markets across the region,” added Kaufman.
Leading Ford’s ASEAN sales was the segment-defining and Thai-built Ford Ranger. The vehicle was the best-selling pickup truck in Vietnam, Cambodia and Myanmar for second consecutive year, as well as the second-best seller in the Philippines and Malaysia.
Ranger sales across the ASEAN region increased nearly eight percent over the previous year to an all-time record 54,114 units.
“The new Ranger sets the industry benchmark in the pickup segment with an array of smart technologies, unmatched capability, fuel efficiency, design, and comfort – all without compromising on its rugged, ‘Built Ford Tough’ heritage,” said Kaufman.
Additionally in 2015, Ranger earned a maximum five-star safety rating by the ASEAN New Car Assessment Program, including the highest Adult Occupant Protection score of any pickup truck tested.
Ford’s ASEAN performance was also given a boost thanks to continued demand for the popular EcoSport. The compact SUV became Ford’s second best-selling vehicle in the region, delivering overall sales that rose 13 percent year-over-year to 20,518 units.
Exceptional demand for the new Everest – which began launching across ASEAN markets in the third quarter of 2015 – helped drive the overall ASEAN performance with sales rising 98 percent year-over-year to 11,233 units.
The next-generation Everest redefines consumer expectations for a medium SUV, with its stunning off-road capability, on-road comfort, advanced technologies, bold design and refined interior.
As one of the smartest vehicles in its segment, the new Everest features Ford’s SYNC 2 connectivity system, Curve Control, Blind Spot Information System with Cross Traffic Alert, Roll Stability Control, Electronic Stability Program and Active Park Assist.
The sporty Fiesta also contributed to the record ASEAN performance with retail sales across the region of 7,634 units.
Market Share Gains, Record Sales
Thailand continued to lead Ford’s overall performance in ASEAN with 36,463 units sold in 2015. Amidst a protracted domestic industry slowdown – causing sales decline for the third consecutive year – Ford continued to outpace the industry and drive its full-year market share up 0.3 percentage points to 4.6 percent.
Ford's Thailand sales were driven by the Ranger pickup which finished the year delivering its best-ever December, increasing sales 24 percent year-over-year to 3,025 units. Ranger full-year sales of 23,846 units helped its segment share increase 0.8 percentage points to 7.3 percent.
In the Philippines, Ford delivered record full-year sales that rose 25 percent to 25,372 units, helping it become the number three-selling automotive brand.
The EcoSport became Ford’s best-selling nameplate in the Philippines with full-year sales up 67 percent to 8,702 units. Ranger was the second best-selling pickup truck overall in the Philippines with sales that increased six percent year-over-year to a record 8,445 units. Everest also delivered all-time record sales in 2015 that climbed 58 percent to 4,945 units.
Ford delivered record full-year sales in Vietnam with total 2015 sales rising 48 percent to 20,740 units. Ranger remained Vietnam’s best-selling pickup truck for the second consecutive year with sales jumping 81 percent to a record 8,685 units.
EcoSport also achieved record Vietnam sales in 2015 with overall sales climbing 145 percent to 3,977 units. Transit remained the best-selling vehicle in Vietnam’s commercial bus and van segment for the second consecutive year with sales jumping 56 percent to 5,600 units.
Ranger remained the second-best selling pickup in Malaysia in 2015 with sales rising almost eight percent to 9,231 units, helping contribute to Ford’s overall full-year sales of 12,130 units in the country.
Ford’s ASEAN performance was also supported by continued growth in emerging markets, led by strong demand for the Ranger.
In Cambodia, Ford finished 2015 with its best-ever full-year performance and sales increasing 41 percent over the previous year to 1,266 units. Ford’s full-year new vehicle sales in Myanmar rose six percent to 679 units.
In Laos, Ford sales increased five percent to 653 units. And in Singapore, Ford saw its sales rise 83 percent from the previous year to 422 units.
“In 2015, we continued to welcome and serve so many new-to-Ford customers across the ASEAN markets,” said Kaufman. “As our customer base expands across the region, our efforts to further enhance our Ford customer and ownership experience will also continue.”
Notably absent from Ford’s spectacular 2015 record is Indonesia. 2015 saw just 6,100 Fords sold in a challenging market which also saw the recent closure of General Motors’ manufacturing facility. According to reports, Ford will be pulling out from Indonesia; this is the bitter bit. A little bit further from ASEAN is Japan, which Ford is also planning an exit. Ford sold 5,000 units there last year.
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