Jim Benintende

Ford will also not suffer from price rises like its European competitors. Mr. Benintende says prices will increase by less than one per cent in 2004 after 1.5 per cent in 2003, and this compares with 10-15% price rises for some marques.

'But this is very much a product led expansion,' he told AME Info at the Middle East International Motor Show in Dubai. 'We have seen the first full year of the impact of the Ford Mondeo which is the second best selling car in the world.'

Mr. Benintende is also lavish in his praise for the investment and work of his local dealers. Ford's dealers in Saudi Arabia and the UAE have invested in new showrooms and service facilities, for example.

'It's been an evolutionary period and we are no longer dependent on selling a couple of vehicles. We have a great product line-up from the entry level to luxury models. GM and Toyota may be ahead of us but we will compete now at all levels.'

Ford's powerful new product line-up is very much in evidence at the Dubai Motor Show, and the star exhibit is the Ford GT derived from the Le Mans racing car.

More workaday models include a diverse 4x4 range from the Ford Escape, Explorer, the new Everest from Thailand, Expedition, Excursion, and the all-new Lincoln Navigator. While European made cars comprise the Ford Focus, Mondeo, and German-made small Fiesta, alongside US icons like the Mustang.

In addition, there is the rear-wheel drive E-segment, the Ford Crown Victoria, Mercury Grand Marquis and Lincoln Town Car, plus an all-new version of the world's best selling truck, the F-150.

'Ford is now competitive in every segment of the market,' says Mr. Benintende. And it does look as though the US car giant has emerged from a long period of ageing models and competitive disadvantage.

In short the 100th anniversary of the company has proven yet another turning point in the group's long history as a car manufacturer.

Ford executives also say that the Middle East is now seen as a key market in its own right, and that there will be no problem in obtaining sufficient supply to meet market demand for their vehicles.