Ford powers into 2004 with its product-led drive

"In 2001, we talked about a new beginning at Ford in the Middle East, and how we were launching the new Ford Drive strategy that would open a new chapter for our customers here in the GCC," said Jim Benintende, managing director of Ford Middle East, at the company's news conference on the inaugural day of Dubai's Middle East International Motor Show.

"Two years down the line, I can confidently say that we have had tremendous success, and have accomplished quite a lot of what we've promised our customers at the time," he added. "Personally, I can't tell you how proud we are, together with our dealer partners, with how far we've come in gaining consumer confidence in our products and services."

On the heels of the company's 100th anniversary, Ford Middle East is marking the centennial with its best-ever year in the region, with a 21 per cent growth over 2002, and the launch of a number of new world-class products and customer satisfaction initiatives around the region.

Randy Ortiz, executive director and general manager of Ford Motor Company's Worldwide Direct Market Operations said: "I am very pleased to see that, despite the various distractions we have seen this year, we have been able to significantly improve on our volume, and we're well on track towards another record year.

"This is a great indication of how well our plans are unfolding here in the Middle East. Customers are seeing what we have to offer them: great products, great service, and great value... all key components in delivering the best possible ownership experience of a Ford, Lincoln or a Mercury vehicle," Ortiz added.

A Diverse Lineup of Quality Products
Ford can look for further success in the region with its impressive array of products that have made their mark among consumers in the GCC as well as the world.

These include the largest and most diverse SUV lineup - featuring the Ford Escape, Explorer, the new Everest, Expedition and Excursion - in addition to the best-selling European classics Ford Focus, Mondeo and the all-new German-made small Fiesta. This of course on top of the powerful rear-wheel drive E-segment leaders, the Ford Crown Victoria, Mercury Grand Marquis and Lincoln Town Car, and the all-new version of the legendary world's best selling truck, the F-150.

Investing in Customer Satisfaction
Ford Middle East and its network of dealer-partners are constantly investing in delivering higher levels of customer satisfaction across the region. Ford, Lincoln and Mercury importer-dealers have invested in facilities and network expansion projects especially in Saudi Arabia and the United Arab Emirates.

Further efforts aimed at delivering the perfect service and ownership experience of a Ford, Lincoln or Mercury vehicle include extensive and continuous technical training of dealership personnel and genuine parts availability at competitive prices.

Ford dealers in most GCC markets also have established stand-alone maintenance and light repair facilities, the Quality Care Service Centers (QCSC), in convenient locations for customers. These centres provide for quick, cost-effective service for routine services and minor repairs.

Reaching Out To Local Communities
Just as Henry Ford invested in his employees and communities, this principle of reaching out to make the world a better place continues at Ford today with programmes like the Ford Motor Company Conservation & Environmental Grants. A global initiative, aimed at promoting sustainable environmental projects and greater local awareness of environmental and conservation issues, the Ford Grants have donated millions of dollars over 20 years, to assist the work of countless dedicated volunteers across more than 60 countries across Asia, Europe, Middle East and South America.

US$330,000 have been awarded to non-profit groups and organizations in the Middle East so far since the programme debuted in the region in 2000. This year the Grants celebrated their fourth year in the GCC and third year in Lebanon, Syria and Jordan.

Ford At the Middle East International Motor Show
For this year's Middle East International Motor Show, visitors to the Ford stand (Hall 3) are in for a special treat as star models make their Middle Eastern debut - including the legendary Ford GT, the all-new Ford F-150 truck, the all-new Ford Everest SUV, Europe's most acclaimed and award winning small car, the all-new Ford Fiesta, the all-new Ford Freestar minivan, and the all-new Lincoln Navigator SUV.

The star of the Ford stand is the GT, which celebrates that great era in the 1960s when the Ford GT dominated the world of endurance racing on the Le Mans race circuit.

Ford's European lineup in the GCC - already popularized by the best-selling and award-winning Focus and Mondeo - receives a further boost with the introduction of the all-new Ford Fiesta, Europe's most acclaimed small car.

The Ford SUV lineup also gets bigger with the Ford Everest, the latest seven-seater family SUV, and the Lincoln Navigator returns featuring an all-new exterior design and a host of luxury amenities.

The Ford F-150, the world's best-selling truck debuts also in its all-new 2004 look commemorating over 85 years of Ford truck heritage and leadership.

Ford Middle East's 1,200-square-metre stand will feature: Ford GT, Fiesta, Focus, Mondeo, Mustang, Crown Victoria, Freestar, Escape, Explorer, Everest, Expedition, F-150; Mercury Grand Marquis, Mountaineer; Lincoln LS, Town Car, Navigator.