April 2014 NAAMSA retail sales

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April sales are notoriously anomalous due to the spate of public holidays. "This year's impact was greater than usual as more holidays fell within April compared with last year providing only 19 selling days (excluding Saturdays) in the month," said FMCSA's VP of Marketing, Sales and Service, Mark Kaufman.

Ford sales continued to prosper despite the market conditions, growing 7% year-on-year. The South African new vehicle market ended April with 46,065 units sold (including AMH). This was 9,298 fewer units compared with March and 10,5% lower than April of last year.

Improved supply of EcoSport virtually doubled the popular SUV's volumes during April over the previous month. With 559 units sold, the EcoSport was firmly top of its segment. Consistent demand for the Ford line-up saw Ranger, Kuga and Fiesta holding second position in their respective segments. Discounting the taxi business, Transit was the best-selling van.

Ford market share continued its double-digit performance for the tenth consecutive month, achieving the brand's highest share this year at 11,9%. Kaufman further commented, "Consumers continue to be attracted to the technology and design of our new vehicles, especially the EcoBoost engine family."

According to the National Association of Automobile Manufacturers of South Africa (NAAMSA), passenger car sales accounted for 30,882 units, 10,5% down year-on-year. Light Commercial Vehicles (LCVs) were further down 11,5% year-on-year to 12,801 after being up 3,7% last month.

"While April sales cannot be taken as indicative, they certainly reaffirm that trading conditions are tougher," said Kaufman. "Year-to-date sales are now down 5% over the same period last year, albeit indicators point toward slightly improving consumer confidence."

Kaufman refers to recovering strength in the Rand with less volatility reducing risk of further prime rate increases and lower fuel prices in May.