Ford Motor Company says it plans to launch at least 30 new vehicles in the Middle East and Africa (MEA) by 2020 as part of a new regional strategy.
Speaking on the eve of the Dubai International Motor Show, the American manufacturer said it plans on targeting opportunities for growth in the car, utility and truck segment. Ford says its product push will begin with the release of eight new vehicles throughout the MEA region by the end of next year.
Ford vehicles to be showcased at the Dubai International Motor Show, which runs from November 10-14 at the Dubai World Trade Centre, include the new 2016 Ford Edge SUV, the 2016 Explorer, the 2016 Ford Ranger pickup, and the 2016 Figo compact car.
“The Middle East & Africa spans 67 markets from Saudi Arabia to South Africa, and from Nigeria to Kenya, so customer tastes are as diverse as our markets. [The region] is one of the world’s most exciting and growing vehicle markets and we are moving very quickly to expand our range with exciting cars, utilities and trucks,” said Jim Farley, Ford executive vice president, Europe, Middle East & Africa.
“We are passionate about meeting the diverse needs of the customers in this region, and that’s how we are going to profitably grow in 2016 and beyond.”
Ford’s product and technology acceleration comes two years after it announced the formation of its MEA region at the Dubai International Motor Show in November 2013. Since then, Ford has consolidated the sub-regions of Middle East, North Africa, Sub-Saharan Africa and South Africa into a single business unit.
With the total MEA car market expected to grow 40% by the end of the decade to 5.5 million vehicles, the car-maker expects its sales in the region to outpace industry growth, it said in a statement.
