PRETORIA, South Africa, 17 July 2025 – In a compelling show of brand confidence and future readiness, Ford Motor Company of Southern Africa (Manufacturing) (Pty) Ltd (“Ford South Africa”) has announced a substantial dealer-led investment of close to R1 billion over the next three years. This strategic move signals not only a firm belief in Ford’s growth trajectory but also a steadfast commitment to customer satisfaction, local relevance, and retail excellence in South Africa and neighbouring markets.
In an industry where consolidation and rationalisation have become increasingly common, Ford’s approach stands apart: evolving its dealer network to meet the demands of the modern, connected customer. “Our dealer model works – it’s sustainable, adaptable, and customer-focused,” said Neale Hill, President of Ford Motor Company, Africa.
Investing in the Future – One Dealership at a Time
At the heart of this transformation lies the bold investment by Ford’s dealer partners. With more than R900-million earmarked for facility upgrades and new developments, the dealer network is sending a resounding message: belief in Ford’s direction, products, and long-term strategy is not just corporate rhetoric – it’s being backed by real capital.
This year alone, 20 new dealer projects and upgrades have been launched or are nearing completion, underscoring a broader shift toward smart, right-sized, digitally capable facilities designed to meet the expectations of today’s tech-savvy and time-conscious customers. These are more than showrooms – they are multi-purpose brand hubs that embody Ford’s global retail identity while reflecting local relevance and convenience.
Ford’s dealer footprint, which spans 118 facilities across South Africa, Namibia, Botswana, and Eswatini, ranks among the top three networks in the country by size. With over 10,000 direct jobs supported, the network’s impact extends far beyond vehicle sales – playing a vital role in job creation, economic stimulation, and brand reputation.
Performance-Driven Growth
The dealer investment coincides with Ford’s robust market performance, anchored by its world-class product offering. The locally manufactured Ranger Double Cab continues to lead the domestic and export bakkie markets, having secured its place as South Africa’s best-selling double cab and the first bakkie to win the South African Car of the Year title in 2023. The high-performance Ranger Raptor added to the accolades by winning the 2025 Cars.co.za “Ultimate Double Cab Bakkie” award.
These achievements have helped Ford secure a 6.5% market share as of June 2025, marking the second-largest growth among South Africa’s Top 10 automotive brands. Remarkably, this momentum has been driven largely by commercial vehicles like the Ranger in a market increasingly dominated by passenger cars – a testament to the enduring appeal of Ford’s bakkie legacy.
With 85% of vehicle sales in South Africa channeled through dealerships, Ford’s investment in its retail network couldn’t be more timely or strategically aligned. Sites like the advanced Paarden Eiland dealership exemplify how modern architecture, digital integration, and brand diversity are redefining the sales environment – and, by extension, the customer experience.
A New Era of Customer Centricity
Ford’s evolution isn’t limited to bricks and mortar. Central to the company’s customer-first strategy is the Ford Family Promise – an expanded suite of benefits designed to make vehicle ownership simpler, more transparent, and more rewarding.
“The Ford Family Promise goes beyond a business proposition – it’s a human one,” said Hill. “From finance flexibility to comprehensive aftersales support, it’s our pledge that customers will be supported every step of the way. It’s what makes a Ford customer feel like part of the family.”
This initiative redefines the post-purchase relationship, with a focus on service excellence, transparent communication, and long-term value. Dealers are being equipped not just with modern facilities, but with the training, tools, and mindset to deliver a truly premium, consistent brand experience – one that mirrors Ford’s global vision, while remaining uniquely relevant to the South African market.
Building Momentum Together
As the automotive industry navigates the twin challenges of digitisation and consumer behavioural shifts, Ford’s approach is clear: invest in people, invest in product, and invest in experience. This three-pillar strategy is already bearing fruit, with upgraded dealerships outperforming non-upgraded sites on key customer metrics, according to Ford’s latest Global Retail Assessment.
“We are not waiting for the future,” Hill concluded. “We are building it – in every showroom, with every partner, for every customer. Together with our dealers, we are laying the foundation for lasting trust, sustained growth, and a vibrant Ford brand for generations to come.”
