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Ford set to launch 17 vehicles in MEA

Dubai, November 7, 2013

Ford Motor plans to launch 17 new or refreshed Ford and Lincoln vehicles in the next 24 months to accelerate growth in the Middle East and Africa.

The range will included the Ford Fusion sedan and the EcoSport small SUV which debuted at the ongoing Dubai International Motor Show.

"The Middle East and Africa is poised to become one of the next big automotive growth markets and we want to be there for these customers with great new cars and trucks," said Stephen Odell, president, Ford of Europe, Middle East and Africa, speaking today at the show.

"Ford and Lincoln sales have grown 60 percent in the Middle East over the past four years, and we expect total industry sales in the combined Middle East and Africa region to increase nearly 40 percent to around 5.5 million units by 2020."

Two all-new vehicles are making their Middle East debut this week at the show. The Ford EcoSport small sport utility vehicle is based on Ford's global B-segment platform, and combines the agility, affordability, and fuel efficiency of a small family car with the flexibility, style, and spaciousness of a sports utility vehicle.

The all-new Ford Fusion brings mid-size sedan customers an unprecedented selection of driver-assistance technologies, such as Lane Keeping Assist, Blind Spot Information System, Active Park Assist, and Adaptive Cruise Control.

Visitors to the show will also see the full-size pickup Ford Atlas Concept, which makes its premiere outside of North America.

Ford sets up MEA unit

Ford is combining the four regions of North Africa, Sub-Saharan Africa, South Africa and the Middle East into a single business unit.

Effective January 1, 2014, all sales, share and financial reporting will be consolidated for the 47 Ford markets throughout the Middle East and Africa. The new Ford Middle East and Africa operation – Ford's fifth global business unit – will be headquartered in Dubai.

"The Middle East and Africa region is comprised of very diverse markets with different political, cultural and economic environments," Odell said. "Building a robust and profitable operation in this region requires a dedicated focus and clear understanding of how to support 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 will be managed in two sub-regions – South Africa and Sub-Saharan Africa, and the Middle East and North Africa. While regional operations will be headquartered in Dubai, Ford will maintain regional offices in both South Africa and Dubai.

Leading the new Ford Middle East and Africa region is Jim Benintende, a 36-year Ford veteran who will oversee operations in all 47 markets. Benintende has significant experience in the Middle East and Africa region, most recently as director, Ford Export Operations and Global Growth Initiatives.

"Our intention is to grow the Ford business while staying true to our principles of being active and supportive members of the community in the Middle East and Africa," said Benintende, president, Ford Middle East and Africa.

"Under the One Ford strategy, we will be able to leverage our global vehicle and technology portfolio, and our scale to better serve customers in this important and dynamic region." – TradeArabia News Service




Tags: Ford | Dubai Motor Show | SUV |

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