Ford Motor Company has announced an aggressive product acceleration in its newest business unit, Middle East & Africa, leveraging the company’s One Ford global portfolio.
The company will target opportunities for growth in small, mid-size and large vehicle segments, it said.
Ford pledged to launch at least 25 new vehicles by 2016 in the Middle East & Africa – making the announcement during a special “Go Further” event in Johannesburg attended by 1,000 employees, Ford dealers, suppliers, government officials, and media.
The company also confirmed that several additional vehicles from its global portfolio will come to Middle East & Africa in the near term – including the iconic American sports car, the Ford Mustang.
“Today, we are accelerating the introduction of our new products in Middle East & Africa, leveraging our One Ford plan – with a full family of vehicles offering the very best quality, fuel efficiency, safety, smart design and value,” said Jim Benintende, president, Ford Middle East & Africa.
“Middle East & Africa spans Saudi Arabia to South Africa, and from Nigeria to Kenya, so customer tastes are as diverse as our markets. Thanks to our One Ford plan, we can offer vehicles and technology that customers want and value, tailored to the needs of our markets.”
Ford’s Middle East & Africa product offensive saw the company announce:
• New Focus – a sleeker, more advanced and more refined version the world’s best selling nameplate – which will go on sale in Middle East & Africa in 2015
• New Fusion, a striking new version of Ford’s large car featuring premium design and craftsmanship, and smart technology, also going on sale in Middle East this year and Africa next year
• The Ford Mustang, the iconic American sports car, coming to Middle East & Africa in 2015
• An acceleration of the rollout of new technologies in Middle East & Africa including EcoBoost engines, SYNC in-car connectivity, inflatable rear seat belts, MyKey and other driver assist technologies
Ford also showed an image of the Figo Concept, which previews Ford’s upcoming new global small car, which will be introduced in Africa. This car will offer design, fuel economy, quality and safety features normally found in more expensive cars.
The product acceleration announcement comes only six months after Ford realigned the four regions of North Africa, Sub-Saharan Africa, South Africa and the Middle East into a new single Ford Middle East & Africa business unit to better serve customers and expand in the fast-growing region.
“The total Middle East and Africa car market is expected to grow 40 percent by the end of the decade to 5.5 million vehicles,” Benintende said. “Middle East & Africa is the final frontier for global automotive growth and we are putting the infrastructure and people in place to participate in this growth with the introduction of new products, leveraging our One Ford global strengths.”