Ford's sales fell by about 20% in Hungary last year as a result of the coronavirus epidemic, yet, the brand was able to improve its share of the new car market thanks to the traditionally strong position of its trucks.
Ford Hungary announced at Wednesday's online press conference that in 2020, the brand sold 18,782 new cars and vans in Hungary, fulfilling its plan modified due to the pandemic, giving it a market share of 12.52%, the Hungarian news agency MTI reports.
A year earlier, another 23,327 cars were sold and a 12% market share was reported. The number of units sold in 2019 increased by 18%.
According to Datahouse, 150,072 cars and vans were sold on the Hungarian new car market in 2020 after 194,109 in 2019, and the market shrank by 18.5%.
Regional director Attila Szabó reminded at the press conference that last year the manufacturer announced the Go Electric strategy, in the framework of which 14 partially or fully electric models were introduced to the European market. He said that they had been prepared for a downturn of up to 25% as a result of factory closures due to the pandemic, but with alternative powertrain models, the brand was able to adapt to new market expectations.
Ford performs particularly well in the light commercial vehicle segment in Hungary, with a brand share of 31.95% after 24% a year earlier, making it the strongest brand. But with a share of 14.6%, it is also the market leader in Europe.
The regional director noted that Ford is also performing well in the sports car segment: with 265 cars sold last year, it has a 40% share in Hungary.
The epidemic did not necessitate the closure of a Ford dealership, the regional director said. According to Attila Szabó, actors on the car market no longer expect shocks similar to last year, but it is not realistic to repeat the performance of 2019. Every carmaker emits fewer vehicles, he added. At the same time, price increases are expected, partly due to the fulfillment of emission standards, and the hectic movement of the HUF exchange rate also has a negative effect on prices.
This year, they will further strengthen position in the green segment and also focus on introducing new services, he indicated.
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