Ford saw its market share in almost every automotive segment in the Middle East rise in 2017, most significantly in the mid-size crossover utility and full-size sedan segments, at a time when the overall industry continued to decline.
Fords commercial vehicles team made a significant contribution to the business in 2017 by developing unique fleet solutions and securing key tenders in Saudi Arabia and the UAE. The globally best-selling Ford Transit a byword for versatility and dependability in markets across the globe has made major inroads into a range of commercial applications last year; one of which is the Dubai Corporation for Ambulance Services (DCAS) new ambulance of the future, on show this week as part of the stand at the Arab Health Exhibition and Congress in Dubai.
Additionally, more and more SMEs also continue to look to Transit and its derivatives as the perfect partner that delivered exactly what these businesses needed in terms of capability, fuel efficiency and safety features. Large businesses such as Souq.com and DHL have recently adopted the Ford Transit as part of their growing fleets.
The company also registered increased demand for SUVs and other cars; the company saw a four-percentage point growth in retail sales, which, combined with the growth across the more profitable truck and utility segments, meant the brand made robust gains in the region, despite a weakened industry. These strong performance indicators were mainly driven by having the right products at the right time, continued improvement of the distributor network and retail experience, as well as offering the right solutions for fleet customers, according to Ford Middle Easts managing director, Thierry Sabbagh.
Sabbagh said: Our focus on the business remained laser-sharp. We worked with our dealers to provide them the tools to help them succeed whether on the product mix, the value for money equation, or even the sales and after sales experience. We finished the year on a strong note, giving us an excellent base to start from for 2018.”
This year, Sabbagh is confident that the industry will stabilise and grow, and he says Ford and its distributor network are ready. In 2017, Ford dealers continued to invest in a stronger distribution network with new sales and service points opening in the region. The company also appointed a new distributor for both Ford and Lincoln brands in Kuwait, Alghanim Auto, and recently assigned the Iraqi territory to its new distributor, Al Kasid Group.
One area that Ford has been relentlessly working with its dealer partners is customer satisfaction. According to Fords own customer satisfaction survey, more and more customers are satisfied with the level of sales and after-sales services they are receiving from Ford dealers.
Sabbagh added: This is a great success story that we should all be proud of and we commend both our dedicated teams and our dealer partners as they demonstrate their true commitment to the business. As we continue to offer our latest product range, from our various dealership outlets, customer satisfaction is critical to our continued and sustained success.”