Ford is seeking growth in less exploited markets like the Middle East and Africa, where the U.S. carmaker plans to launch 25 new and refreshed models by 2016, 17 of which in South Africa and Sub-Saharan Africa.
The Blue Oval’s list of new models for these markets include small, mid-size and large cars, with the new Ford Focus and Fusion spearheading the offensive. The automaker will also bring the all-new Mustang to the Middle East and Africa.
Ford made the announcement during a special “Go Further” event in Johannesburg, South Africa, attended by 1,000 employees, Ford dealers, suppliers, government officials, and media.
“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,” said Jim Benintende, president, Ford Middle East & Africa.
The Ford Fusion sedan will go on sale in the Middle East this year and in Africa next year, while the facelifted Focus and the new Mustang will go on sale in both regions in 2015. Ford will also introduce a production version of the Figo Concept in Africa.
Ford expects the total Middle East and Africa car market to grow 40 percent by the end of the decade to 5.5 million vehicles.
By Dan Mihalascu
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