Ford Philippines' 2018 Sales Drop 36 Percent

Ford Philippines’ 2018 Sales Drop 36 Percent

But 2018 was the best year ever for Ranger and Mustang.

Ford Philippines’ five-year streak of continued sales growth has ended in 2018 when they announced its 2018 retail sales of 23,571 vehicles, a 36% drop from 2017’s 36,623 vehicles. This is mainly attributed to the negative effects of TRAIN’s implementation last year.

It is not all bad news, however. The Ford Ranger’s full-year retail sales rose 9 percent to 11,604 vehicles, and was Ford’s top-seller in the Philippines in 2018. December was the Ranger’s second best month for 2017 with sales of 1,230 vehicles. 2018 was the Ford Ranger’s best year ever.

“The ‘Built Ford Tough’ Ranger truly underscored our retail performance in 2018,” said Bertrand Lessard, managing director, Ford Philippines. “The successful launch of the new Ranger helped to solidify its role of setting the benchmark in the pickup truck segment.” 

Ford launched the new Ranger lineup in the Philippines in September, which consists of nine different variants, including the first-ever Ranger Raptor, the popular high-series Wildtrak, sporty XLT, and more utilitarian XLS variants. 2018 saw the introduction of two new-generation powertrains – the 2.0L Bi-Turbo and 2.0L Single Turbo engines, further strengthening the Ranger’s appeal among Filipino customers.

The iconic Mustang also delivered its best full-year performance ever with sales increasing by 6 percent to 432 vehicles from 407 vehicles in 2017. Ford launched the new Mustang at the 2018 Manila International Auto Show with a choice of two engines: the powerful 5.0L V8 and more economical 2.3L EcoBoost. The new Mustang delivers more athletic styling, sophisticated engine and suspension enhancements, advanced driver assistance features and more customization options.

The Everest mid-size SUV has been the most affected by the excise tax, dropping to 5,813 from 12,455 in 2017. The Everest’s December sales were at 407 vehicles.

Despite a comprehensive refresh this year, bringing with it a punchier 1.0-liter EcoBoost engine, more tech, and better looks, the Ford EcoSport compact SUV achieved full-year sales of 5,024 vehicles, a 55% drop from 11,299 units in 2017. This is capped off by December sales of 221 vehicles.

Nevertheless, Ford continued to make strides in improving the ownership experience in 2018 by making its cost of ownership more competitive, effectively lowering costs for scheduled service maintenance across its nationwide Ford dealership network. 

Ford also continued the expansion of its dealer network last year with the opening of two new locations in Clark, Pampanga and Baliuag, Bulacan, bringing the total number of Ford dealers across the country to 48 outlets. 

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