To say that Ford Motor Company of Southern Africa (FMCSA) has been on a roll of late is a bit of an understatement. The Blue Oval has been on the crest of a wave that has resulted in six new products launched in 2013 and by the end of 2015 we can expect 50% of the current range to be refreshed.
Add to that the launch of all-new products such as the Fusion and Mustang (due here late next year) and you can see why Jeff Nemeth, president and CEO for the sub-Saharan region, states that, “The current unprecedented product range makes Ford appealing to a whole new set of buyers.”
Nemeth was speaking to over a thousand gathered guests at Ford’s first GoFurther event held on the African continent, following similar events in Australia, Amsterdam, and Barcelona.
Ford remains committed to SA
“South Africa remains our engine of growth for the continent, and moving forward, sub-Saharan Africa [SSA] will be a key market for Ford,” says Nemeth. “Our vision is to become the first choice for mobility in Africa, and our event today underscores our commitment to serve customers throughout Africa.”
Locally, Ford has enjoyed 26% growth and currently enjoys 11,5% of the market share, especially thanks to best-sellers Figo and Ranger, that latter which is produced at the firm’s Silverton plant.
Expansion into Africa
Africa remains the final growth market for the entire motor industry and one that Ford is keen to capitalise on. Vehicle sales in the Middle East and Africa are expected to grow by 40% by the end of the decade to 5,5 million vehicles. To this end the company established its fifth business unit, known as Ford Middle East Africa (MEA).
In the next two years Ford will expand its vehicle line-up in the SSA region. Seventeen vehicles will be launched or refreshed, including the new Focus, Fusion, Ranger XL-Plus, Transit and Tourneo Connect.
“Ford is bringing a full family of safe, high quality, fuel efficient and fun-to-drive cars, trucks and SUVs to customers throughout the Middle East and Africa region,” says Jim Benintende, president of Ford in the Middle East and Africa.
“The ‘One Ford’ philosophy of a global company building and designing cars for a global audience continues to be the driving force behind the brand,” concludes Nemeth.