Ford Launches Aggressive New Product Rollout for Middle East & Africa
Ford has announced plans for an aggressive product acceleration in its newest business unit, Middle East & Africa.
Targeting opportunities for growth in small, mid-size and large vehicle segments, Ford pledged to launch at least 25 new vehicles by 2016 to Middle East & Africa – making the announcement during a special “Go Further” event in Johannesburg.
The company also confirmed that several additional vehicles from its global portfolio will come to Middle East & Africa in the near term – including the new Mustang.
Ford also showed an image of the Figo Concept, which previews the brand’s upcoming new global small car, which will be introduced in Africa. The concept suggests a production version with capability and powertrain features customers want at an affordable price point.
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 per cent by the end of the decade to 5.5 million vehicles,” said Jim Benintende, president, Ford Middle East & Africa. “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.”
The next two years will see a major expansion of Ford’s vehicle and technology line-up in South Africa. In total, 17 vehicles will be launched or refreshed, including new Ford Focus, Fusion, Ranger XL-Plus, Transit and Mustang.
The latter will be available with both an EcoBoost engine as well as a V8 powertrain, and is set to go on sale in Middle East and African markets next year.
“The all-new Mustang is out of the stable,” says Benintende. “The Mustang is uniquely Ford and has a huge fan base in the Middle East – the second largest market outside North America – as well as Africa. Now those fans have something to look forward to and we look forward to providing more details in the near future.”
Source: Ford
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