Despite its rivals offering huge discounts, Ford’s new-car sales in its main 19 European markets soared to 93,200 units in February 2010, a 1.8% increase compared with the record in February 2009.
With the ending of scrappage schemes, it is expected that western European new-car sales will drop by 1 million to 1.5 million units in 2010. According to industry observers, volume manufacturers will offer heavy discounting. Ingvar Sviggum, Ford of Europe’s sales and marketing chief, said that Ford will not get involved in the price wars, calling such strategies to be “self-defeating in the long term.”
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