Ford Vietnam affirms sales strength, achieving highest sales record in December and the whole year 2023

2023 is a difficult year for manufacturing and distribution enterprises in the Vietnamese automobile market, witnessing a continuous decline in sales. It is estimated that total market sales in 2023 will decrease by nearly 30% compared to 2022. The global context continues to challenge the entire automobile industry in terms of adaptability and development in an ever-changing environment. In such a difficult context, Ford Vietnam is one of the few automakers to maintain stable sales, "turning the tide" and achieving the highest monthly sales record in December and the highest annual sales record in 2023 with more than 38,300 vehicles. Ford Vietnam is increasingly affirming its position as one of Ford's four key markets in the region.

With a series of promotional and stimulus activities, Ford achieved a sales record in December with 4,854 vehicles; achieved an annual sales record with a total of 38,322 Ford vehicles sold, up nearly 33% compared to 2022 and leading the segment of 3 out of 5 product lines. This positive result was contributed by most of Ford's business vehicle lines, including 43% growth of the Ford Everest SUV line, the Ranger pickup line maintained growth, 59% of the Transit commercial vehicle line and more than 8,000 vehicles sold of the new Ford Territory urban multi-purpose vehicle line launched at the end of 2022.

In the pickup segment, Ranger continues to affirm its leading position for over 10 years with sales of 16,085 vehicles sold in 2023, accounting for 76% of the segment's market share. The new generation Ranger has proven its powerful and durable performance, modern safety and connectivity technologies, and Ford's signature design, creating a unique "quality lifestyle" for the owner, thereby continuing to be trusted and chosen by many customers.

The SUV segment has the participation of many major competitors in the market from a variety of car manufacturers. With 9,960 vehicles delivered to customers in 2023, accounting for 65% of the segment's market share. The new generation Everest line has been comprehensively upgraded, demonstrating excellent quality, modern and sporty design, conquering customers.

Not stopping there, the 5-seat SUV segment also has the presence of the new generation Ford Territory with more than 8,000 cars sold. Ford's rookie after more than 1 year of launch achieved a growth rate nearly 4 times higher than the same period in 2022, accounting for 14% of the segment's market share, competing strongly in the 5-seat SUV group in Vietnam. Thanks to its breakthrough design and a series of safe and smart technologies aimed at young, dynamic customers who love connectivity, the new generation Territory has received positive signals from the domestic market.

In the commercial vehicle segment, Ford Transit has always had stable growth. In 2023, Ford Transit sales reached 3,861 vehicles, an increase of nearly 60% over the same period in 2022 and accounted for 62% of the segment's market share. This is a testament to Transit's outstanding value to businesses in the same 16-seat commercial vehicle segment.

In addition, Ford Vietnam is constantly improving the customer experience with the global Ford+ plan to make owning and using Ford vehicles easier, more convenient and more engaging. A series of new applications such as FordPass, online service booking or Ford Guest Experience are being strongly deployed across the entire system.

“Looking back at the memorable year 2023, Ford Vietnam has turned every challenge into an opportunity, into a lesson to do better every day. Perseverance, perseverance, working together to remove and overcome each obstacle to bring about excellent business results is the best working culture of this brand. We really appreciate the support of consumers across the country for the Ford brand, as well as the efforts of the entire Ford Dealer system that has always accompanied us throughout the past time. We look forward to a long-term commitment and companionship in the Vietnamese market and Ford will continue to bring new products and service experiences to serve the community. Vietnam is increasingly affirming its position as one of Ford's four key markets in this region,” said Mr. Ruchik Shah, General Director of Ford Vietnam.

The success recorded in Ford's vehicle segments currently present in the market is a testament to Ford's effective and long-term investment strategy in Vietnam, contributing to the overall development of Hai Duong province and the Vietnamese automobile industry. With the outstanding results achieved, Ford Vietnam Company was awarded the First Class Labor Medal by the President and a Certificate of Merit by the Prime Minister. This contributes to affirming Ford's position as one of the leading car brands in Vietnam after 28 years of foundation and development.