of Europe will increase the price of all its models in the U.K. beginning April 1, due to the continued weakness of the British pound vs. the euro.
The price increase, an average of 3.75%, will apply to all new orders received after March 31,says.
“We are reacting to the continued decline of the pound against the euro,” Nigel Sharp, managing director-Ford of Britain, says in a statement. “Raising prices in such difficult times may seem counter-intuitive, but as a U.K. business with so many of our costs priced in euros, we have no choice if we are to protect jobs and remain viable.
“The euro has strengthened 30% in the past 18 months,” Sharp adds, “and 18% in the last 12 months alone. The weakness of the pound had a huge negative impact, well into nine figures, on Ford’s U.K. business in 2008.”
Sharp warns price-inflationary pressure will continue to be an issue for all U.K.-based industries whose costs are incurred in euros until the pound strengthens.
With the exception of the Transit commercial van, which is assembled at the auto maker’s Southampton, U.K., assembly plant, all Ford vehicles sold in Britain are built elsewhere in Europe.