Ford Middle East extended its strong sales performance into 2024, recording a significant 29% year-on-year increase in the first quarter (Q1). This marks the highest quarterly growth for Ford in the region since Q2 of 2016.
Best Selling Cars
The surge was fueled by the success of several key models, including the Territory, Everest, and Taurus. The Territory, launched less than 18 months ago, emerged as Ford’s best-selling SUV across the entire GCC region, including Kuwait, Bahrain, Iraq, Oman, Qatar, Saudi Arabia, and the UAE.
The Everest also saw impressive momentum, achieving record sales in March 2024 and solidifying its position as a major sales contributor for Ford Middle East.
Sedan Trend Continues
The Taurus maintained its popularity in the sedan segment, particularly in Saudi Arabia. This positive perception aligns with Ford’s Brand Health Report, which showed improvements in brand recognition for quality, authenticity, and trustworthiness in the Kingdom.
Ford’s market share also grew by 0.5% year-on-year across the region, with markets like the UAE, Saudi Arabia, and Kuwait demonstrating consistent strength.
New Models & Electrification
Ford Middle East has ambitious plans for the remainder of 2024. The company aims to capitalize on growth opportunities presented by new nameplates such as the all-new Ford Everest and Lincoln Nautilus. The introduction of a new Ford F-150 to the region is also on the horizon.
Furthermore, Ford is laying the groundwork for its first electric vehicle (EV) launch in the Middle East, scheduled for 2025. This initiative aligns with Ford’s long-term sustainability goals outlined in its 2024 Integrated Sustainability and Financial Report.
Demand For Ford Performance Cars
The demand for Ford Performance models remains strong in the Middle East. Notably, the region is the only one to offer all three Raptor nameplates – the F-150, Bronco, and Ranger.
2024 also marks the 60th anniversary of the iconic Ford Mustang, a legendary muscle car with a dedicated following in the Middle East. The recent launch of the all-new Mustang Dark Horse further strengthens Ford’s performance offerings in the region.
Customer Satisfaction
Ravi Ravichandran, President of Ford Middle East, said, “Our remarkable Q1 performance is a testament to the effectiveness of our Distributor Center of Excellence model, which prioritises customer satisfaction and streamlines operations. We will continue to work closely with our valued distributor partners to uphold a culture of excellence across the region.”
Customer focus remains a core principle for Ford Middle East as they develop their 2025 sales and production plan. The company recognises the importance of customer satisfaction and is committed to treating customers “like family.”
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