Nine new Ford models for South Africa

Ford Motor Company’s R5.2 billion investment to manufacture the first ever plug-in hybrid electric Ford Ranger from its Silverton plant is a major vote of confidence in its business in South Africa, says the head of its local operations.

Neale Hill, president of Ford Motor Company Africa, said it was crucial to remember that South Africa didn’t just get given these build programmes, but had to compete with other parts of the world to offer a better business case.

In this context, it could be seen as a continued vote of confidence in South Africa, especially the local business' manufacturing capabilities, which were "very definitely" among the best in the world.

Hill was speaking to News24 at an event at the Silverton plant to celebrate 100 years of Ford's operations of South Africa, officially unveil the new plug-in hybrid electric Ranger, and officially launch a total of nine new vehicle products to the local market.

As things stand the company’s Silverton plant in Pretoria is home to Ford Ranger, exporting to 100 markets from South Africa.

The manufacture of the new plug-in hybrid from next year, will see Ford’s South African operations exporting vehicles to Australia and New Zealand for the first time in two decades. Europe will be another key market for the new vehicle.

"We have four manufacturing locations that build Ford Ranger around the world, two in Thailand, one in South Africa and then one in North America. But the Silverton manufacturing operation is the only operation that is getting an investment to build the new plug-in hybrid for the Ford world.

Launch

"So, for any market that takes the Ranger and wants a plug-in hybrid, South Africa is their source, which is really exciting for the operation."

Hill said that with the launch of the next generation of Ford Rangers at the end of last year, the local operations had continued to see ever-improving quality standards on the vehicle supported by a stable workforce and supply base in South Africa.

And even as South Africa grapples with electricity woes and other economic challenges, Ford has every intention of sticking around.

"We’ve got a 100-year history here and the view that we have is we have only just begun," said Hill, adding that any investments made in South Africa took into consideration all the challenges facing it.

Hill also said the company had announced that nine new vehicle products would be coming to South African within the next 18 months.

"If that is not a sign of commitment, then I don’t know."

Market

Not only had the group recently announced the availability of the Ford Puma for the local market, but on Wednesday unveiled eight other new products for South Africa.

These included importing the fully electric Mustang Mach-E to South Africa in 2025, as well as the seventh-generation Ford Mustang and Mustang Dark Horse. It was also bringing the new Territory five-seater to SA to compete in the compact SUV segment, while also importing the New Tourneo and Transit Custom for local buyers. Meanwhile, the Silverton plant will be producing new versions of Ford Ranger, namely the Ranger Tremor and premium Ranger Platinum, for the South African market.

Hill said that taking into account the R15.8 billion the company had already invested in 2019 for the launch of the new generation of Ford Ranger in South Africa, Ford had invested more than R20 billion in four years, making it the "leading auto investor" in the country.

New production requirements for the plug-in hybrid will see more staff being brought on board, said Hill, specifically those with the skills and talents needed for this specialised type of production.

Employees

He did not have a number for how many new employees could join the group, but said there would be "some incremental growth" on the 5 500 already employed in South Africa.

Asked about South Africa’s strained relations with the US earlier this year when it seemingly moved closer to Russia, sparking fears it would be excluded from the lucrative African Growth Opportunities Act, he said Ford as a company remained "neutral when it comes to politics".

"Everybody understands that every country has its challenges and South Africa is unique. We have load shedding, we have elements like that we have to contend with, but I think that is one of the reasons why we continue to look for solutions and as a company we really want to bend down and make sure that we are part of the fabric of South Africa."

As for how the group’s Michigan headquarters felt about the South African business, he said that Henry Ford’s great-granddaughter Elena Ford visited the local operations this week and that the Americans loved the vibrancy and South African culture.

"They love the fact that we are only the fourth plant in the world that has crossed the 100-year mark. We know we are going to have ups and downs, we are going to have troughs and challenges, but this [South African operation] is very much a part of Ford’s global footprint.

"The commitment from the company is that we are here to stay. Nine new vehicles into the market in 18 months doesn’t come cheaply and that is a big vote of confidence for us."-Fin24