Ford is poised to aggressively enter foreign markets with its new electric vehicles (EVs), as the company strives to gain a foothold in the global competitive landscape. Following a surge in its electric vehicle offerings, Ford has emerged as the fastest-growing automobile brand in Saudi Arabia to date. The American automotive giant is laying the foundations for a comprehensive transition to an electrified transportation landscape in the Middle East.
Ford sees Saudi Arabia’s appetite for electric vehicles fuel a 44% surge in gross sales as the automaker prepares to introduce its own EV lineup in the kingdom.
In the Middle East, a record number of additional individuals are purchasing Ford vehicles. “Notably, 2024 has seen a remarkable upswing in Ford’s performance in the Middle East, with sales having more than doubled since 2022,” said Ravi Ravichandran, President of Ford Middle East, on Thursday.
Ford’s success is driven by “strong market share benefits resulting from our distributors’ robust efforts,” said Ravichandran.
The American automobile manufacturer is experiencing significant advancements in key sectors, partnering with prominent Middle Eastern countries such as the United Arab Emirates, Kuwait, Bahrain, Qatar, and Saudi Arabia to drive innovation forward.
According to Ford, its latest model has emerged as the fastest-growing automotive offering in Saudi Arabia, boasting a remarkable surge in popularity. According to Ford, their gross sales surge is attributed to the company’s intensive and freshest portfolio of vehicles. Despite initial reservations, the upcoming changes promise to inject significant excitement into the lineup.
The corporation showcased its latest lineup of vehicles, including its inaugural fully electric car, the Mustang Mach-E.
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“The Mustang Mach-E marks a pivotal moment for our company,” said Kay Hart, President of Ford’s Worldwide Markets Group, emphasizing its significance. “For the region, we’re introducing our inaugural fully electric vehicle, a truly exhilarating addition to the Ford family.”
Ford plans to roll out its highly anticipated 2025 Mustang Mach-E globally within the next year. The electric vehicle is expected to offer two battery options, allowing for a range of approximately 350 to 450 kilometers (217 to 280 miles).
The Mustang-inspired Mach-E electric SUV will be the latest addition to Ford’s iconic lineup, joining the ranks of the F-150 pickup truck, the Taurus family sedan, and the versatile Territory people mover. In the next 12 months, Ford is expected to bring its top-selling model, the Territory, to the Middle East market, with a hybrid variant being introduced initially.
Ford is set to launch a new components distribution centre in the UAE in January 2025, promising expedited parts delivery that will enable motorists to return to the road more quickly.
Electrek’s Take
While Ford experiences growth in the Middle East, the company is undergoing significant restructuring in various critical sectors. In a move that has sent shockwaves through the automotive industry, German operations have seen the departure of two highly experienced executives from Ford’s management team.
The US-based automaker has reduced its German management team to just two administrators, a significant decline from the 9 it had earlier this year.
Ford is reorganizing its operations in Germany amid intense competition from low-cost Chinese electric vehicle (EV) manufacturers and domestic rivals alike. The Middle East is another key overseas automotive market transitioning to electric models. Ford aims to capture market share by competing effectively against emerging competitors such as BYD.
Ford is temporarily suspending production of its top-selling F-150 Lightning electric pickup at a Michigan plant for approximately eight weeks.
A Ford spokesperson, Jessica Enoch, stated via email that the company will continue to manage production for a balance between sales growth and profitability.
As of the first ten months in 2024, Ford has acquired nearly 74,000 electric vehicles (EVs) in the United States, representing a significant 38 percent increase from the 53,502 EVs sold during the same period last year.
