Dubai: The mid-tier focus is finally paying off for Ford Motor Co. Demand for its sedans — the Focus, Fusion and Taurus — have caught on quite nicely as the US carmaker turned out record volumes for last year, seeing off 85,000 units from showrooms across the region through a 12 per cent year-on-year gain.
“Historically, it was the Crown Victoria which had done the job for Ford in these markets,” said Thierry Sabbagh, Ford Middle East’s director of sales. “That’s changing and we now have a line-up of sedans that can go after both the retail and fleet buyers. We realise how important the B and C categories are in the region and with the right packages and configurations we can grow our share.”
The 2013 numbers also show Ford has maintained its traditional strengths with the entry models and SUVs. All of the additions to the Lincoln range too are helping, with a volume gain of 50 per cent to tally 2,219 units.
Saudi Arabia and the UAE continued to deliver the highs for Ford, while Lebanon and Iraq too played their part. The only decline was recorded in Kuwait, and a top Ford official attributed it to the socio-political situation and that it was the case for the country’s automotive retail sector as a whole.
It was late last year that Ford Motor Co decided to upgrade the Middle East and Africa operations as a full-fledged division within its organisational hierarchy.
This became operational from January 1.
The stage is now set for launch of the new Fusion, featuring a heavy styling makeover and features, from mid-February onwards.
Given the upgrades, there will be a price differential with the earlier version; but Ford officials insisted these will still be “very competitive” as well as have the support of “different packages” to score with the target buyer. The earlier models have skewed towards the fleet buyer, which the company hopes now will change and find traction with retail buyers.
And there is more to come, in fact quite a lot. Ford’s grand strategy is to have seven model launches this year and then ramp up the pace to take in a further 17 models over a 24-month timeframe.
Won’t having too many models prove a bit of a distraction?
“It’s a global launch strategy that Ford is working on and one that will be a global success,” said Kalyana Sivagnanam, director of Ford Middle East and North Africa.
“Yes, it’s a fact that Ford currently has the youngest model line-up in the world and the new additions will bring challenges in training dealerships and creating the need for bigger showrooms.
“As such, we will have 20 new facilities in the region and 40 more are planned. These will be handy when the new models arrive.”
One of the most anticipated will be the all-new Mustang, due to arrive on these shores in the fourth quarter.
Put the straps on.
