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Ford Trucks Makes Its Mark in Middle Eastern Markets

Published On Mar 01, 2016By Prashant Talreja

Ford is among the most iconic brands in the auto industry. The company is recognized worldwide for its steely sports vehicles, commonly known as the 'American Muscle'. However, the company is also active in the commercial vehicles space, with a prominent line-up of trucks that have penetrated markets around the world. A well-established brand in the west, Ford has a firmly rooted position in markets such as US, Canada and as well as the European Union. However, the company has been testing new waters off late, in an attempt to spread its influence to new regions. And in focus right now is the Middle East.

Originally having made inroads in the region in 2014, the company faced tough competition from local manufacturers. Nevertheless, the brand's acclaimed vehicles stood the test of time, slowly penetrating to the mainstream market and even gaining recognition: in the PMV live exhibition, the Turkish arm of the company got a fair share of the spotlight, where it showcased its model range for the region. The company returned to grab a slice of the action at the show in 2015, with a wider range of vehicles to display.

According to Martin Penney, an executive from the company's Middle Eastern subsidiary, the commercial vehicle space was vastly different from the passenger vehicle segment. Mr Penney attributes a part of their success in staying ashore to having hired experts in the truck market. He also holds their partner in the Middle-East, Al Tayer, as a major foundation for their growth. He comments, “It's very difficult to convince customers, because these are business tools. They earn money or lose money, so the product reliability, the after-sales backup, parts – all get taken into consideration. If you have the right product and the right price, you've got an opportunity.”

In the United Arab Emirates, the company overshot its own expectations in their first year, securing a strong reception despite being a new player. The company aims to further consolidate its market share in the Middle East. Apart from this, it also looks to expand to newer markets, with a specific eye on North African countries such as Tunisia and Egypt.

See Also:

UAE based Gargash Enterprises Marks Second Anniversary with Two New Launches

Countrystyle Brings in Mercedes-Benz Arocs for its "Clean, Green" Drive

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