Please ensure Javascript is enabled for purposes of website accessibility

Ford's European Sales Hit Hard by COVID-19, but a New SUV Shines

By John Rosevear - Updated Jan 15, 2021 at 12:44PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

Demand for the sporty Puma SUV helped offset declines elsewhere.

Ford Motor Company (F -5.54%) said that its sales in Europe fell almost 27% in 2020 amid the COVID-19 pandemic and an ongoing overhaul of its product line. But the Blue Oval retained its title as Europe's top brand for commercial vehicles, it said, a key priority for CEO Jim Farley.

For the fourth quarter of 2020, Ford's sales in Europe fell 15% from a year earlier, amid new COVID-related restrictions in key markets, including the United Kingdom and Germany.

A blue Ford Puma, a small sporty SUV sold in Europe.

The sporty small Ford Puma crossover, introduced at the end of 2019, was Ford's second-best-seller in Europe in the fourth quarter. Image source: Ford Motor Company.

Key points from Ford's European sales report:

  • Combined sales of the discontinued Ka and C-Max fell to just 5 vehicles from nearly 16,000 in the year-ago period. 
  • Sales of Ford's European best-seller, the Focus, were down just 2.8% from the fourth quarter of 2019.
  • Sales of its second-best-seller, the Puma small crossover SUV, totaled nearly 40,000. (The model was new at the end of 2019, and Ford sold only a few in the year-ago period.) 
  • SUVs accounted for 38.1% of all Fords sold in Europe in 2020, up from about 30% in 2019.
  • The small Ford Fiesta was the U.K.'s best-selling car in 2020. 

Ford's decline likely was worse than the overall market's. The company estimates that new-vehicle registrations in its 20 core European markets were down a combined 7.2% in the fourth quarter, and down 23.6% for the year.

Ford will report its fourth-quarter and full-year earnings results after the U.S. markets close on Feb. 5.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Ford Motor Company Stock Quote
Ford Motor Company
$12.78 (-5.54%) $0.75

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning service.

Stock Advisor Returns
S&P 500 Returns

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 05/18/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.