Ford will be expanding from Saudi Arabia to South Africa
Ford recently announced that it 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). Spanning Saudi Arabia to South Africa, and Nigeria to Kenya, Ford’s new MEA unit is comprised of 67 markets.
“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,” said Jim Benintende president, Ford Middle East and Africa. 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 in order to bring a full family of vehicles that customers will want to the region.
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 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.”
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. 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.