Big win for Ford buyers in South Africa

Ford Motor Company of Southern Africa have announced a R900-million investment in its local infrastructure over the next three years.

These investments are expected to yield sustainable results for the carmaker’s dealership network in South Africa and highlight its strong long-term confidence in operating in South Africa.

“While some brands may be consolidating or rationalising, Ford is evolving its dealer business to meet the needs of modern customers,” said Neale Hill, President of Ford Motor Company, Africa.

“That’s because our dealer model works; we believe it’s a truly sustainable business.”

This investment comes amid shifting market conditions, evolving consumer expectations, and increased competition.

Notably, the nearly R1-billion investment will come from Ford’s dealer partners across South Africa.

“That’s not us saying we believe in Ford,” said Hill.

“That’s our partners endorsing it; a clear vote of confidence in our direction, our people, and, most importantly, our products and our belief in our customers.”

He also noted that the investment won’t exclusively focus on scale, as Ford’s strategy revolves around right-sizing facilities, optimising location, improving digital readiness, and upgrading aftersales infrastructure to serve modern customer needs better.

This approach aligns with the changing global retail trends and will help future-proof the brand and its dealership network.

The investment comes alongside Ford redefining its approach to customer support as a part of its expanded Ford Family Promise – a customer-centric initiative designed to simplify vehicle ownership and provide peace of mind.

“The Ford Family Promise is what truly sets us apart in a competitive market. It’s more than a brand initiative – it’s a shared commitment between Ford and our dealer partners to put the customer at the centre of everything we do.”

“Together, we’re delivering a personalised ownership experience that goes far beyond the vehicle purchase. From tailored finance options to aftersales support, our network is equipped to provide greater convenience, peace of mind, and genuine care, ensuring every customer feels like part of the Ford family.”

Presence in South Africa

Ford is a key pillar of the Southern Africa automotive industry, with its dealership network consisting of 118 facilities spread across South Africa, Botswana, Namibia, and Eswatini.

In South Africa, its network ranks among the top three in size and continues to enjoy considerable yearly growth.

This year alone, 20 new dealership projects and facility upgrades are starting or scheduled to be completed.

Thanks to this extensive and expanding network, Ford’s local operations provide over 10,000 direct jobs in South Africa.

Driving this success is the popularity of its brand and its strategic approach to meeting the needs of South Africans.

The Ranger Double Cab remains a top performer in South Africa and currently holds the title of the country’s best-selling double cab.

Ford has also seen continued sales growth, recording the second-largest growth rate in Top 10 market share in June and securing fourth place with a 0.5 percentage point increase and holding 6.5% of the new vehicle market.

As the industry continues to evolve, Ford said it will adapt and meet the new challenges as needed.

Ford constructing a new dealership in Paarden Eiland in the Western Cape