Ford MEA President Jim Benintende said 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/FILE
Ford MEA President Jim Benintende said 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.
“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,” Benintende said.
Vehicle sales in the MEA are expected to grow by 40 percent by the end of the decade to 5.5 million vehicles.
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.
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 new Ford MEA operation – Ford’s fifth global business unit – 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.”
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 stated.
Benintende emphasised that priorities include supporting Ford’s dealer network throughout the Middle East and Africa to service customer needs.
Ford currently sells about 200,000 vehicles a year throughout the Middle East and Africa region.