Ford in pole position as industry prepares for motor show

In the run up to this year's Middle East International Motor Show, statistics show that sales from January to September 2003 have brought Ford, Lincoln and Mercury brands to the forefront of the automotive industry in the region. Overall GCC sales for the three brands are up 25 per cent over the same period in 2002.

"The success the Ford nameplates are enjoying in the Middle East is astonishing; sales of such best-sellers as the Ford Explorer, Focus, Mondeo and Expedition speak volumes about our product lead revitalization at Ford," said Jim Benintende, managing director of Ford Middle East. "News of the performance of our Focus vehicles comes at the perfect time, as we prepare for this year's motor show with even more exciting news and products coming our way."

World-class products, great value
The launch of Ford's best-selling all-new Explorer and Expedition, as well as the multi-award-winning European Focus and Mondeo ranges, had a significant impact on Ford's standing in the Middle East.

GCC Ford Explorer sales from January to September this year have doubled in comparison to the same period in 2002, and Expedition sales have achieved an astounding 120 per cent increase.

The Focus has seen sales jump more than 30 per cent so far in 2003. And the Mondeo, a vehicle enjoying impressive fleet and retail sales across the GCC, now accounts for 12 per cent of all Ford, Lincoln and Mercury vehicle sales in the region. Building on the track record of the Focus and Mondeo, Ford Middle East launched the Focus and Mondeo Trend in September this year.

Benintende commented: "By offering an extensive product range that appeals to all market segments, we have been able to find the perfect formula in the region. We are committed to offering our customers world-class products with great features at superior value, which will ensure the brand name is top of mind.

"Also, when we relaunched the Ford brand during the previous Middle East International Motor Show, we promised our customers a revival of the Ford brand on all fronts, from the sales experience at the dealerships, to the great products offered, to the after-sales services and customer care," he added. "Two years down the line, I can say with pride that we did come a long way, and our performance clearly demonstrates that."

A strong dealership network
Ford Middle East has seen strong market representation actions across its network of dealer-partners in the GCC recently, especially in Saudi Arabia and the UAE, where the Ford product range is now available through additional dealership facilities.

The construction of Al Tayer Motors' permanent facility on Sheikh Zayed Road in Dubai, due to be completed in late 2004, will see five Ford Motor Company brands on sale at the largest facility of its type outside of North America.

Ford also witnessed extended representation across Saudi Arabia with its importer-dealer, Al Jazirah Vehicles Agencies Co. flagging off an impressive expansion plan across the Kingdom. This year, three facilities have been dedicated to date in Riyadh, Tabuk and Al Gassim, and more are underway before the end of 2003.

Centennial celebrations
Earlier this year, Ford pushed the boundaries with the successful launch of the Centennial edition Long Wheelbase Crown Victoria in Saudi Arabia, which helped mark the 100th anniversary of Ford Motor Company this year. "The Crown Victoria has been the lynchpin of Ford's success in Saudi Arabia," added Benintende.

"It has been particularly successful in Saudi Arabia, posting year on year volume increases since its launch. The Crown Victoria has become the flagship model of our lineup. What better way to mark our centennial than to offer our customers the special Centennial Edition of a best-selling model that has satisfied over 50,000 customers in Saudi Arabia alone?"

Corporate citizenship initiatives
In the four years since the Ford Conservation & Environmental Grants have been running in the GCC and Levant, over 40 ongoing environmental projects have been rewarded with funds totaling US$330,000. In November 2002, Ford Motor Company was awarded the World Travel Market's Environmental Recognition Award for its contribution to environmental awareness in the GCC and Levant countries.

Supported by the UAE chapter of WWF International, individuals and non-profit groups have benefited from the Ford Grants. For 2003, Ford Middle East recently announced 11 Grants recipients from seven GCC and Levant countries.

Sponsorships
Ford Middle East's community relations took a turn towards Golf earlier this year as the company announced in April 2003, a two-year association with Dubai Creek Golf & Yacht Club's Golf Academy, the first and largest professional golf academy in the UAE.

This was followed shortly by the announcement of a two-year association between the Lincoln luxury brand and The Montgomerie, Dubai in May. This action comes as part of the company's support for the fastest growing sport in the UAE.

Other notable Ford milestones
•In February 2003, Al Jazirah Vehicles Agencies Co., announced total sales of 100,000 Ford and Lincoln products in Saudi Arabia.
•Fleet deals have played a significant role with Ford Middle East. In April 2003, National Taxi (UAE) added 265 Ford Mondeos to its fleet.
•A study in April 2003 by market research specialists Global Consumer Insights (GCI) found that Ford was the most recognised brand in Kuwait and top of mind for buyers across Saudi Arabia and the UAE.
•On June 16 2003, Ford Middle East marked the company's 100th anniversary in Dubai.