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We’ll Explore Opportunities In Nigeria’s Auto Policy, Says Auto Maker
Ford Motors has unveiled its ‘One Ford Plan.’ The new expansion plan was unveiled at the recently- held Ford Go Further Event in South Africa. Olaolu Olusina, who was at the ceremony which held at the Sandton Convention Centre, Johannesburg, reports
American auto giant, Ford Motors, has unveiled its new expansion plan that would see the introduction of 25 new vehicles to the African and Middle East markets by 2016.
The ambitious plan, which is appropriately tagged 25 x 16 (25 vehicles by 2016), comes under the ‘One Ford Plan’ that was unveiled at the first Ford Go Further Event in Africa held recently at the Sandton Convention Centre, Johannesburg, South Africa.
The introduction of the new vehicles is also part of Ford’s aggressive expansion plans in its newest business unit, Middle East and Africa (MEA). From Saudi Arabia to South Africa, and Nigeria to Kenya, Ford’s new MEA unit is made up of 67 markets.
Out of the 25 new vehicles to be introduced by 2016, 17 of them, from the entry level to the exotic brand, will be brought to the Sub-saharan African markets. Ford, according to the plan, will also strive to produce 5.5 million vehicles by 2020.
Unveiling the plan at the event attended by about 1,000 stakeholders and 150 journalists from across Africa, highly elated President, Ford Middle East and Africa, Jim Bernintende, said: “ Ford turned 111 years a few days ago and opened its fifth global market units in 67 markets,” adding, “Ford is strengthening its presence in Africa, using our One Ford Plan.”
Bernitende said with leading designs, improved technology and satisfying customers’ need, Ford Motors is reawakening the vision of its founder, Henry Ford.
“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,” Bernintende 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.”
He said vehicle sales in the MEA are expected to grow by 40 percent by the end of the decade to 5.5 million vehicles, adding that Ford is putting the right structure and people in place in so as to bring a full family of vehicles that customers will want to the region.
He said Ford’s MEA business unit underscores Ford’s commitment to customers in a region where Ford and Lincoln sales grew up to 60 percent in the past four years.
And taking advantage of growth opportunities, he explained that 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, according to him, is headquartered in Dubai.
“The Middle East and Africa region is vast and is 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.”
According to Bernintende, in order to attain that dedicated focus and support the 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. He explained that 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 added
Bernintende explained that priorities include supporting Ford’s dealer network throughout the Middle East and Africa to service customer needs where Ford currently sells about 200,000 vehicles a year throughout the region.
President, Ford Sub- saharanAfrica , Jeffery Nemeth, unveiled the new growth plan, saying Nigeria and Angola remain the largest markets for Ford in Sub-saharan Africa, accounting for 50 per cent of the company’s total sales volume.
He listed the new vehicles to be introduced to include the All New Ford Fusion and the iconic car, Ford Mustang, which was unveiled at the event moderated by ace South African broadcaster, Ursula Chikane.
He also disclosed that six new facilities are to be opened to support the company’s products in sub-saharan Africa in the next couple of years.
Nemeth, who is the President and CEO of Ford Motor Company of Southern Africa (FMCSA) with additional responsibility for Sub-Saharan Africa , said though the new auto policy in Nigeria poses great challenges to Ford, his company would properly study the policy to see areas of opportunities.
Ford Global Chief of Design, MorrayCallum, was also at his best as he explained the concept behind Ford’s designs.
This article was first published in The UNION (www.theunion.com.ng) on August 22, 2014
