Ford ‘Go Further’ unfolds African vision in Sandton

Pretoria-based Ford Motor Company of Southern Africa (FMCSA) showed off four new models that are destined for African shores, and detailed its future plans for the Sub-Saharan Africa (SSA) region at its first African ‘Go Further’ event held at the Sandton Convention Centre in Johannesburg recently.

‘Go Further’ is Ford’s brand promise and the name of product events it has held in Australia, Amsterdam, and Barcelona. The inaugural event marks the first time it is hosted on the African continent.

With nearly 1,000 media practitioners including BusinessDay Nigeria, stakeholders, suppliers and VIPs in attendance, Jeff Nemeth, president and CEO for the sub-Saharan region, outlined the company’s vision for driving growth in existing markets on the continent as well as entering new ones.

“South Africa remains our engine of growth for the continent, and moving forward, sub-Saharan Africa will be a key market for Ford,” says Nemeth. “Our vision is to become the first choice for mobility in Africa, and our event today underscores our commitment to serve customers throughout Africa.”

The next two years will see an unprecedented expansion of Ford’s vehicle and technology line-up in the Sub Saharan Africa (SSA) region. In total, 17 vehicles will be launched or refreshed, including the new Focus, Fusion, Ranger XL-Plus, Transit and Tourneo Connect – which was on show for the first time at Go Further and of course, Mustang.

SYNC connectivity with AppLink that will bring voice commands to select smartplnoe applications will feature in many of the new vehicles. SYNC 2 will offer a new, interactive version of the technology which comes with a touch screen as well as voice command functionality will be found.

EcoBoost drivetrain options will also be expanded. EcoBoost is a turbo direct-injection technology that significantly improves power and fuel economy while reducing emissions. Globally, EcoBoost is offered in 80 percent of Ford’s nameplates, and 30 percent of vehicles available in South Africa. By the end of 2015 this will increase to 33 percent in South Africa and 55percent in SSA.

“Our products are more than just nameplates,” adds Nemeth. “The smart technologies, high safety, design and quality of engineering in Ford products are what people want and value. EcoBoost engines will power the new wave of modern vehicles, and SYNC connectivity will feature in 70 percent of our line-up by the end of 2015.”

Meanwhile, Ford Fusion will lead the charge for smart, connected motoring as it offers the best of all the technologies from Ford and will go on sale in South Africa in early 2015. Fusion comes with EcoBoost petrol engines, and will be the technology flagship for Ford in SSA, offering SYNC 2, active park assist, active city stop, adaptive cruise control, blinds spot information system with cross-traffic alert, rear view camera, and lane-keeping system.

In addition, Ford’s award-winning rear inflatable seat belt safety system will debut on the Fusion.”With Fusion, consumers will get to experience the leading technologies Ford has developed over the last few years,” says Nemeth. “A smart family car that boasts innovative active and passive safety features, connected technologies, and environmentally-friendly engines.”

New Focus makes the best even better and having been voted the world’s best-selling car, Ford Focus is also one of the highlights. First announced in February this year, the made its African debut at the just concluded ‘Go Further’ event in Sandton.

“In 2015, Focus will be updated to include the latest technologies we have on offer, giving buyers more reasons to consider the world’s best-selling passenger car,” says Nemeth.

As usual, BusinessDay Nigeria will continue to give our readers blow-by-blow account as events unfolds in this new aggressive global marketing and new product lines market offensive embarked upon by the American-headquartered leading automaker.

MIKE OCHONMA