But few market leaders are facing the level of competition that Ford is now: from its closest rival Vauxhall, the rise of premium brands such as BMW, the relentless charge of Toyota and rapidly expanding Korean brands like Kia.
The UK is a prominent target for every carmaker and Ford is there to be shot at. But like his predecessor Paul Thomas, who became Ford of Europe vice president marketing in February, Roelant de Waard has no intention of losing the No 1 spot.
De Waard, Ford of Britain chairman and managing director, says: “It would be impossible for Ford to be in second or third place.”
Sales for the first half of the year are down 3.26% to 186,668, but Ford has increased its market share, from 14.25% for 2005 to 15.03% year-to-date...(article continues in AM August 11 issue)