Ford Philippines hits record sales in local, export markets

By Jessica Anne D. Hermosa, BusinessWorld

Posted at Jan 14 2011 01:09 AM | Updated as of Jan 14 2011 09:09 AM

MANILA, Philippines - The local arm of Ford Motor Co. hit record sales to both domestic and export markets in 2010 due to the strong demand for vehicles across its lineup, the automotive firm said in a statement on June 13.

Local sales of Ford vehicles grew by 8% to a record level of 6,063 units in 2010 while export sales of models assembled here rose by 35% to hit an all-time high of 9,858 units, Ford Group Philippines said.

The feat mirrored industry-wide performance which also topped previous levels in 2010. Total car sales surged by more than a fifth over year-ago levels to 168,490 units, surpassing the previous high recorded in 1996.

Ford Group Philippines attributed its strong performance to “continued strength across the full lineup of Ford nameplates”.

“We are absolutely delighted to have ended the year on such a high note, which helped deliver record full-year sales for the Ford brand in 2010, reaffirming that our Filipino consumers continue to appreciate our world-class lineup of Ford vehicles, and we expect this momentum to carry in to a strong 2011,” Ford Group Philippines President Edward Krieger said.

The firm’s strong export sales of units assembled at its Sta. Rosa, Laguna plant was supported by similarly strong patronage in Southeast Asian markets, Ford Group Philippines said.

The car firm has been manufacturing the Ford Focus, Ford Escape and Mazda3 for export to ASEAN markets that include Thailand, Indonesia, and Malaysia since 2002.

Despite the record performance, however, Ford Group Philippines remained mum on its plans for continuing assembly operations in the country with a Thailand plant poised to take over the manufacture of the Focus model by 2012.

“No decision has been made yet. We are still working on the plans,” Anika Salceda-Wycoco, Ford Group Philippines assistant vice-president for communications, said in a text message yesterday.

The Sta. Rosa, Laguna plant is among the 70 factories the 163,000-strong Ford Motor Co. operates worldwide.