Ford number one in Kuwait, Saudi and UAE

Ford enjoys high levels of top-of-mind recall across the Gulf - and, figures show, increasing popularity too.

When it comes to unaided brand recognition Ford ranks second in Saudi Arabia and third in the UAE, while the 'Ford Drive' tagline, which has appeared in print, outdoor and TV advertising across the region, is top of mind with consumers in both markets.

GCI's report states that Ford's greater profile reflects a much improved brand image. The Ford brand's 'favourability rating' with consumers improved 17 per cent, the biggest jump for any brand in the company's 12-month study.

"Ford has invested sensibly in locally relevant and locally generated marketing activities," said Zafer Taher, Regional Marketing and Communications manager, Ford Middle East. "Consumers in the Gulf, and especially in Saudi Arabia, Kuwait and the UAE, clearly value the message we're trying to send."

He added: "The challenge to increase market share is as big as ever but these figures show that Ford Middle East and its dealer partners in the region are punching well above their weight."

Ford made the biggest overall improvement in GCI's brand metrics study, which ran until early 2003. A total of 1,724 key decision makers when buying a car, the majority male, in Saudi Arabia, Kuwait and the UAE, were asked their views on six leading mass-market vehicle manufacturers: Ford, General Motors, Toyota, Nissan, Honda, and Mitsubishi.

Ford's reputation for adventurous styling, the family orientation of its products, their low cost of ownership and Ford's strong heritage were key talking points among the focus group participants, who represented the broad range of nationalities in the Gulf.

"Unaided brand awareness across the three markets has increased 18 per cent and unaided advertising awareness has improved 13 per cent, while the competition on average has actually seen recall rates decline," Taher added.

The 'Ford Drive' corporate TV commercial, launched in 2001, has been widely acclaimed as a sensitive and engaging treatment of Ford's 50-year history in the Middle East and the brand's relevance to local people. Product commercials for the Explorer and Expedition have also pursued an effective heritage theme, while the recent advertising campaign for the all-new Mondeo, which arrived in the Gulf last October, has reinforced Ford's position as a technology and safety leader.

Taher said: "The all-new Mondeo is Ford's boldest product launch in the Middle East and arguably the most exciting. The car has entered the biggest vehicle segment in the region with leading safety technology as standard, superb cost of ownership, and more than 20 industry awards to its name, including European Car of the Year."

He added: "Effective marketing needs rock-solid products at its base and the Focus, Mondeo, Explorer and the Expedition, as well as Ford's more established product range in the Gulf, put us in a great position to build on the excellent consumer confidence we've gained."

Ford Motor Company, which has its headquarters in Dearborn, Michigan, is the world's second largest automaker with approximately 335,000 employees in 200 markets across six continents. Its automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda, Mercury and Volvo. Automotive-related services include Ford Credit, Quality Care and Hertz.

Ford Motor Company's history in the Middle East goes back more than 50 years.
The company's local dealer partners operate more than 40 facilities in the GCC and directly employ more than 3,500 people, the majority Arab Nationals. Ford Motor Company celebrates its 100th anniversary on June 16, 2003.