Saudi market ‘generates half of our sales’

Jim Benintende, Ford’s president of Middle East and Africa business unit, has assumed his responsibility for the new Ford business unit this year.
In this exclusive interview, he explains to Arab News the rationale behind this new business unit and his plans for 2014.
He confirms that Ford aims to deliver a more engaging customer experience, while offering new products and technologies that customers want.
He points out that the Saudi market generates almost half of Ford’s sales in the region.
Expansion by Ford dealers would add 20 more Quick Lane outlets this year. Expedition and Taurus models lead Ford sales in Saudi Arabia.
These are highlights of the exclusive interview:
How is the new Ford Middle East and Africa business unit working out so far?
We are at the beginning stages of setting up our new Business Unit. We have been very pleased with our progress so far. We believe our business will grow as we execute our plan. 
 Does the new organization make any difference to consumers on the ground?
This increased focus on the region will allow us to better serve our customers and deliver a more engaging consumer experience, while offering the products and technologies that our customers want.
We are now able to tap into our global product portfolio through the One Ford strategy, offering a larger line-up of world-class products and premium technologies.
Over the next two years, we are planning to launch 17 new or refreshed products, substantially refreshing the Ford and Lincoln product offerings in our showrooms.
Additionally, we will be able to work closely with our dealers in delivering a better customer experience.
Our dealer network is growing substantially as our partners continue investing in world-class facilities and in growing the Ford and Lincoln brands in their markets.
We are working together toward higher levels of customer satisfaction and overall vehicle ownership experience while energizing and engaging the dealership employees in sales and after sales.
Customer satisfaction is top priority and we are laser-focused on delivering the level of service our customers expect and deserve.
 How does the Middle East region benefit from this new set up combining ME with Africa?
Being part of Ford Motor Company’s fifth global business unit, will allow the Middle East to benefit from more focused efforts to support our dealer network and customers, whether on the product front, an expanded network of world-class dealerships, or the level of after sales support.
Will there be focus on certain models in that region and what is new for 2014?
The great thing about the Middle East and Africa region is that it will benefit greatly from our global product portfolio, and the One Ford plan allows us to do just that. We have access to products from North America, Europe, South Africa and India. Also, with the launches of the all-new Fusion and Ecosport, the Ford range currently offers a substantial choice of award-winning world-class models across the board, with a product for each customer. Ford is investing in products and technologies that are getting tremendous feedback and success in our region, with more and more customers voting for Ford with their wallets. And this trend continues strongly into 2014 and 2015 with 17 new or refreshed products making their way here. You’ve seen the Ecosport and Fusion already arrive, and soon the all-new Mustang, the new Expedition and F-150 will make their way in addition to many more.
As for Lincoln, our luxury brand, it gets an equally strong push with the reinvention of the brand which we kicked off last year with the all-new MKZ. Lincoln customers will be delighted to see the all-new MKC coming their way end of this year together with the new Navigator.
 What is Ford’s ranking in the Saudi market and how important is that market for Ford?
Saudi Arabia is the largest market in our region, generating almost half of the volume. Our importer-dealer, Al-Jazirah Vehicles Agencies Co. continues to bring the Ford and Lincoln brands from strength to strength, constantly growing our customer base across the Kingdom. They continue to invest in the business and expand their network to provide the right level of service to the ever growing Ford customer base.
They also continue in investing in service and parts outlets. One particular area they are focused on is to expand the Quick Lane and Quick Parts outlets across the Kingdom, in order to bring after sales support and parts closer to Saudi customers.
We expect to have over 20 Quick Lane outlets completed by end of this year.
The flow of class-leading models, the growing network of sales and after sales outlets across the Kingdom and AJVA’s commitment to the Ford business has helped Ford gain a solid ground in Saudi Arabia.
At the moment, we rank as the third largest selling brand in the Kingdom.  
Are there any future plans to set up assembly operations in local markets — e.g. Saudi Arabia?
— Currently there are no plans to set up assembly operations in the region.
Please describe the Saudi market in terms of Ford dealerships and most popular models sold there.
Al-Jazirah Vehicles Agencies Co, the Saudi importer-dealer for Ford and Lincoln, currently operates 22 main dealers out of 3S dealership branches across the Kingdom.
This network is also supported by 12 joint Quick Lane and Quick Parts facilities, as well as 26 stand-alone Quick Parts outlets.
For 2014, we expect to add 10 more joint Quick Lane and Quick Parts Quick facilities as well as 10 additional Quick Parts outlets to expand our parts network across the Kingdom.
In terms of popular models, Expedition and Taurus are segment leaders in the Saudi market, while the F-150 and Ranger continue to grow.
Overall our trucks and SUVs have delivered great results in Saudi, while sedans such as Taurus and Focus see impressive growth. And with the introduction of the all-new Fusion, we know we have a winner in the highly competitive mid-size segment.