Ford 2014 Annual Report Download - page 53

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Item 7. Management’s Discussion and Analysis of Financial Condition and Results of Operations (Continued)
Europe Segment. The following two charts detail the key metrics and the change in 2014 pre-tax results compared with
2013 by causal factor.
The improvement in Europe’s 2014 results, as shown above, reflect our continued implementation of our
transformation plan focused on product, brand, and cost.
Europe’s full-year wholesale volume and revenue were up 5% and 8%, respectively, from a year ago. Operating
margin was negative 3.6% and the pre-tax loss was $1.1 billion, both improved from a year ago.
Europe 20 full-year market share, at 8.0%, was up 0.2 percentage points, more than explained by a 1.4 percentage
point improvement in our commercial vehicle share, to 11.4%, reflecting the success of our full line of new Transit vehicles
and continued strong performance of the Ranger compact pick-up. For the year, Europe retail share of the retail
passenger car industry for the five major markets was 8.2%, unchanged from a year ago.
47