Ford plans to flood car market

…as 17 new vehicles hit market

Ford Motor Company says the next two years will see an unprecedented expansion of its vehicle and technology line-up in the sub-Saharan Africa (SSA) region.

In total 17 vehicles will be launched or refreshed, including the new Mustang, Focus, Fusion, Ranger XL-Plus, Transit and Tourneo Connect.

“Sub-Saharan Africa will be a key market for Ford. Our vision is to become the first choice for mobility in Africa, and show our commitment to serve customers throughout Africa,” Jeff Nemeth, President and CEO for the sub-Saharan Region told over 1,000 media, stakeholders, suppliers and customers at its first African ‘Go Further’ event held in Johannesburg, South Africa.

The ‘Go Further’ event was aimed at outlining the company’s vision for driving growth in existing markets on the continent as well as entering new ones in the sub region, showcased four new models destined for African shores and further detailed Ford’s future plans for the sub-Saharan Africa (SSA) region.

‘Go Further’ is Ford’s brand-promise and the name of product-events it has held in Australia, Amsterdam and Barcelona. The inaugural South African ‘Go Further’ event marks the first time it is being hosted on the African continent.

Nemeth said: “As Ford continues to expand its presence in the SSA region, the company will embrace a philosophy of African ingenuity by going further to bring smart products that are safe, environmentally friendly, and high quality to customers in Africa.

“In many ways ‘Go Further’ is a modern interpretation of Henry Ford’s vision to ‘open the highways to all mankind’... and the freedom that comes with both personal transportation and economic development.  Ford is helping realise his vision today throughout 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.

‘Go Further’ has provided us with a unique opportunity to share a taste of what’s to come for Ford in the sub-Saharan Africa region in the near future. We hope that everyone in attendance today is as excited as we are about what’s to come in the coming months and years.”

Nemeth added: “Our products are more than just nameplates: the smart technologies, high safety, design, and quality of engineering in Ford products are what people want and value. EcoBoost engines will power the new wave of modern vehicles, and SYNC connectivity will feature in 70 percent of our line-up by the end of 2015”.

SYNC® connectivity will feature in many of the new vehicles: SYNC with AppLink will bring voice commands to select smartphone applications, and SYNC 2 will offer a new, interactive version of SYNC featuring touch-screen as well as voice command functionality. Ford SYNC technology allows you to talk on the phone, navigate and listen to music while keeping your hands on the wheel and eyes on the road.

EcoBoost drivetrain options will also be expanded -- EcoBoost is a turbo direct-injection technology that significantly improves power and fuel economy while reducing emissions.  Globally, EcoBoost is offered in 80 percent of Ford’s nameplates and 30 percent of vehicles available in South Africa. By the end of 2015 this will increase to 33% in South Africa and 55% in SSA.

Ford MyKey which will be available on the Ford Fiesta, and will be available on the new Ford Focus in 2015, is a safety technology aimed at parents who wish to let their children also make use of their car.

The system allows parents to programme a maximum-allowed speed for the car, as well as preventing the stability and traction control systems from being disabled. It is also possible to limit the entertainment system’s volume, or disable it completely until a seatbelt has been coupled.

Jim Benintende, President, Ford Middle East and Africa, disclosed that the motor giant is bringing 25 new vehicles to Middle East and African markets by 2016 as part of its aggressive expansion plans in its newest business unit, Middle East and Africa (MEA). 

“Ford is bringing a full family of safe, high quality, fuel efficient and fun-to-drive cars, trucks and Sport Utility Vehicles (SUVs) to customers throughout the Middle East and Africa region, he said.

 “MEA is the final frontier for global growth in the auto industry, and thanks to the power of our One Ford plan we are able to offer vehicles here that our customers want and value.”

Vehicle sales in the MEA are expected to grow by 40 percent by the end of the decade to 5.5 million vehicles.  Ford is putting the right structure and people in place to bring a full family of vehicles that customers will want to the region.

Ford’s MEA business unit underscores its commitment to customers in a region where Ford and Lincoln sales grew by up to 60 percent in the past four years.

To take advantage of growth opportunities, Ford has combined the four regions of North Africa, sub-Saharan Africa, South Africa and the Middle East into a single business unit, with all sales, share and financial reporting consolidated for the 67 Ford markets. The new Ford Middle East and Africa operation -- Ford’s fifth global business unit -- is headquartered in Dubai.

“The Middle East and Africa region is vast and comprised of very diverse markets with different political, cultural and economic environments,” Benintende said. “In order to best support the region it has been imperative that we establish a robust operation with a dedicated focus and clear understanding of the unique conditions and customer needs in these markets.”

To attain that dedicated focus and support diversity of the markets, Middle East and Africa is now being managed in two sub-regions -- South Africa and sub-Saharan Africa, and the Middle East and North Africa. While regional operations are headquartered in Dubai, Ford maintains regional offices in both South Africa and Dubai.

“The new business unit will give the region the focus it deserves and help spearhead Ford’s continued growth in emerging markets. Africa is one of the youngest markets in the world, and there is an opportunity to provide an affordable product for the people of the continent,” he continued.

Benintende emphasised that priorities include supporting Ford’s dealer network throughout the Middle East and Africa to service customer needs. Ford currently sells about 200,000 vehicles a year throughout the Middle East and Africa region.

Ford prides itself on being a company that has a strong history of innovation dating back as far as 1913, when Henry Ford’s implementation of an assembly line kick-started the mass production of Ford motor vehicles.

Today, Ford innovations can be seen across its product range with smart technologies and new models.

Fusion to lead the charge for smart, connected motoring

The Ford Fusion offers the best of all the technologies from Ford and will go on sale in South Africa in early 2015.

Fusion comes with EcoBoost petrol engines and will be the technology flagship for Ford in SSA, offering SYNC 2, Active Park Assist, Active City Stop, Adaptive Cruise Control, Blind Spot Information System with Cross-Traffic Alert, Rear View Camera, and Lane-Keeping System. In addition, Ford’s award-winning rear inflatable seatbelt safety system will debut on the Fusion.

“With Fusion, consumers will get to experience the leading technologies Ford has developed over the last few years,” said Nemeth.

“A smart family car that boasts innovative active and passive safety features, connected technologies, and environmentally-friendly engines,” he remarked.

New Focus makes the best even better

The world’s best-selling car* -- the Ford Focus -- is also one of the highlights. First announced in February this year, the new Focus makes its African debut at the ‘Go Further’ event.

Going on sale next year, the new Focus will feature an all-EcoBoost engine line-up, as well as a host of new safety and driver-assist technologies.

 “In 2015 Focus will be updated to include the latest technologies we have on offer, giving buyers more reasons to consider the world’s best-selling passenger car,” said Nemeth.

Mustang to cement commitment to One Ford

Ford’s iconic Mustang performance model is also on show at Go Further. The all-new Mustang, which will be available with both an EcoBoost engine as well as its hallmark V8 powertrain, will go on sale in South Africa and SSA markets next year.

“The Mustang is out of the stable and here in Africa,” says Nemeth. “The One Ford plan means that we can finally bring a global Mustang to our local fans. This vehicle is incredibly special to us; it shows our local fans and customers that we are committed to bringing in the best Ford has to offer while also celebrating the brand’s rich heritage.”