“It’s not ideal and it presents challenges but, on the whole, customers are being patient and we are dealing with it well. While nobody has a crystal ball, the waiting times are realistic and we hope the problems will ease before the end of the year.”
The Ford Fiesta has been the UK’s best-selling car for 12 years. Is that run about to come to an end as a result of these supply issues?
“There’s an old saying within Ford that market share doesn’t contribute anything to the profit line, and we’re very focused on making the best return we can. We have to work with what we have, and until we get a clear picture on supply, we’ll focus on doing the best we can with what we have.”
Does it matter if the Fiesta isn’t the UK’s best-seller?
“So my day, every day, starts and ends with me looking at the sales figures, so, yes, they’re important! Having a best-seller is a nice accolade from the perspective of it vindicating the quality of the car: if so many people are choosing it, then it must be good.
“But these are different times – and if the Ford Transit Custom [currently on 22,963 registrations to the Vauxhall Corsa’s 20,024] is the best-selling vehicle in Britain this year, so be it.”