Ford, Lincoln and Mercury retail sales grew by 21 per cent in the Middle East during the first half of 2008, setting a record performance for the three brands across the region. Led by a strong surge in Ford utility vehicle sales (up by nearly 50 per cent), the results show an increased consumer preference across the range and Ford believes this trend would get stronger with the launch of the all-new 2009 Ford Flex full-size crossover in the next quarter.
In Jordan the trend was similar with an increase of 80%
"While the US market is witnessing a downturn in SUV sales, Ford has a success story in the Middle East where we see considerable growth across our utility vehicle range," said Hussein Murad, Ford Middle East's Sales & Marketing director. "Ford now offers an extensive and diverse lineup of utility vehicles with six distinctive models to suit various consumer needs. And with the upcoming launch of the all-new 2009 Ford Flex full-size crossover, we are confident the growth trend will go stronger as we bring yet another innovative product to the region."
With six distinctive models featuring segment leading specifications and technologies, Ford's family of utility vehicles are increasingly in tune with GCC consumer wants as their performance demonstrates. The Edge crossover witnessed instant popularity since its debut in 2007, and this year its volume has grown by 175 per cent. Meanwhile, the adventurous compact SUV Escape sold 55 per cent more units this year, thanks to its newly refreshed model, while all-time favourite mid-size SUV, the Explorer, delivered nearly 60 per cent more vehicles to GCC families. Additionally, the bold and versatile Explorer Sport Trac has sold four times more this year, as the full-size Expedition and its extended version, the Expedition EL, have delivered nearly 50 per cent and 60 per cent more vehicles to large families respectively.
Murad added: "Ford, Lincoln and Mercury have seen extensive transformations across their lineup in the past couple of years, and while our new product drive is still in full throttle across the three brands, we remain totally focused on the business, delivering quality products and the highest levels of customer satisfaction on both the sales and service fronts. We have some of the best dealers in the industry bar-none who are continuously investing in network and facility developments as well as raising the customer satisfaction standards, and this has considerable effect on our business.
"Today, Ford's product quality is continuously growing, and we are pleased with the numerous recognitions our products are receiving from all over the world. This, coupled with the progressive and dynamic designs of our new products as well as the all-new nameplates and technologies we'll be introducing soon will surely give us a considerable boost," he said.
A U.S. Global Quality Research System (GQRS) study conducted on the first quarter of 2008 by the RDA Group of Bloomfield Hills, Michigan confirmed Ford’s successful year so far, citing that the Ford, Lincoln and Mercury vehicles have touched the top of the quality charts lately, on par with Toyota and Honda.
Ford aims to make 2008 another breakthrough year with the introduction of all-new and refreshed vehicles across its product offering. The brand already features its largest passenger car lineup to date with seven products including the newly refreshed Focus, the all-new Mondeo, all-new Five Hundred as well as the Mustang and the Crown Victoria.
These will be joined shortly by the all-new North American mid-size sedan the Ford Fusion which has seen incredible success in North America, and Ford expects to reiterate its popularity in the Middle East. Additionally, Ford will be introducing by the end of the year the all-new Fiesta, which will add further zest to the brand with its new kinetic design all the way from Europe.
On the utility vehicle front, the all-new 2009 Ford Flex full-size crossover will be debuting across Ford showrooms in the next quarter, all set to dazzle consumers with its unique looks and technologies. The new model will feature Ford Sync™, powered by Microsoft Auto software, Ford's new fully integrated, voice-activated in-car communications and entertainment system for mobile phones and digital music players. With Sync™, Ford is set to revolutionise the daily drive, providing consumers the convenience and flexibility to bring into their vehicle nearly any mobile phone or digital media player and operate it using voice commands or the vehicle's steering wheel or radio controls.
The mid-luxury brand, Mercury, also features its largest lineup this year with the debut of its new compact SUV, the Mariner, which joins the ranks with the recently introduced all-new Milan, all-new Montego and the classic Grand Marquis as well as the mid-size SUV, the Mountaineer.
The Lincoln showroom, which recently welcomed the entry level sedan, the MKZ, adds another nameplate to its line up this year, the all-new full-size Lincoln MKS, which features the new direction of the Lincoln brand design. With these additions, the luxury brand's line features six world-class premium products, including the MKX crossover, the full-size luxury SUV, the Navigator and its extended version the Navigator L and the premium full-size sedan, the Town Car.
