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• More readers raised their concern with Ford South Africa's ageing product portfolio.
• The concerns are against the Blue Oval's decision to not import several of its newest cars.
• The Ranger, Ford SA's best-selling vehicle, is due an all-new model in 2022.
• For more motoring stories, go to Wheels24
It's been an interesting few days regarding readers (still) reacting to articles on Ford South Africa's product line-up. For a quick recap: Wheels24 first reported on the Focus ST not destined for the local market, followed by a response to a letter sent by a reader outlining why cars like the Focus and Fiesta ST are no longer on sale locally.
These two articles inspired local petrol heads and ardent Ford fans to speak out and make their feelings known. And it was quite telling how local buyers feel the Ranger can't be the only vehicle carrying the bulk of Ford South Africa's sales figures.
In response, we decided to share some of your letters, followed by a bit of insight as to what South Africans can expect from the local automotive sphere.
Readers' response
Ray: Ford is getting caught up in an ego battle between its Ranger and the Toyota Hilux, forgetting that the Japanese automaker is miles ahead in the sales numbers thanks to its product line-up. Bring back the smaller passenger vehicles, Ford SA!
Johan Beste: If Ford SA deems the importation and marketing of vehicles from Europe too expensive or not viable due to our 'dirty' fuel, why don't they look at importing models from China or India? I have driven Fords all my life and currently drive an Ecosport Titanium. Decent vehicle, but a bit of a downgrade from the Focus I had before it. The EcoSport is not worth writing home about, and I will seriously have to rethink brand loyalty when the time for replacing my vehicle is due.
Ian Arendse: I totally agree with the sentiments expressed. Ford moved from an SA leader to not even a follower. I worked for Ford from 1981 to 1985 when industry-leading models were released into the market. Models like the Ford Sierra shaped perceptions and how other manufacturers reacted to market conditions. I hate to say it, but Ford is not as strong in SA as they once were.
READ: LETTER | 'Wake up, Ford SA!' - reader calls on Blue Oval brand to not only rely on Ranger
Darryl Pentz: My wife and I want to downsize, so we're looking at a smaller car but top-of-the-range. I've scoured the market, and the car I would absolutely love to buy is the Ford Focus, the latest model. It looks amazing, but I am so gutted that Ford has chosen not to bring it to SA. The local SUV and compact SUV market is glutted, and I don't care for the EcoSport. Now, if they brought the Puma here, I might be interested in that. That gets great reviews overseas, but the EcoSport? No thanks.
So, sadly, not considering a Ford at all for our next purchase. And all I can say to Ford SA is: You're stealing defeat from the mouth of victory.
Christiaan Potgieter: I was looking forward to buying the new Focus when it was announced, only to learn later that Ford SA dropped it from their line-up. The new Focus was a persuasive vehicle - I'm talking about the normal models, not the ST. I understand that the Ranger is successful, and it is probably what keeps Ford SA going for now. But at some point, though, Ranger sales will reach saturation. The current Everest is a significant improvement over the previous model, but it can't compete against the Fortuner when it comes to sales. The Tourneo Custom looks good, but I doubt its sales ability. Maybe Ford should import a few Focus models to gauge actual customer sales.
A solution to the issue
Muhammad Oumar concurs with the two articles published by Wheels24, but notes that "Ford SA has an ageing product portfolio with nothing new or exciting." He lists the following examples and levels it out with a possible solution.
Examples:
1. Current Figo was launched in 2015 and facelifted.
2. Current Fiesta was launched in 2018 and upgraded in Europe last year with new engines and gearboxes. These upgrades are not available locally. Neither do Ford SA offer the hugely popular (and more affordable) Ambiente model.
3. Current EcoSport was launched in 2012 and has seen a major facelift in 2018, but still falls short of many newer rivals.
4. Kuga discontinued. Ford SA has no midsize offering. Neither a hatchback nor SUV. New Focus, Puma, and Kuga available in Europe and could be imported.
5. Current Ranger originally launched locally in 2012, but has been through various facelifts - most notably in 2015. All-new model due next year.
6. Current Everest originally launched in 2015 and facelifted. The replacement date has not been confirmed.
READ: OPINION | If Ford brought the 205kW Focus ST to SA, VW's Golf GTI wouldn't stand a chance
The average age of these core models is around seven years! The other issue is the discontinuation of ST models. These had a cult following locally, and Ford SA decided to pull the plug. One must question the logic at Ford SA because it seems the marketing people are either clueless or it's just down to poor management of the brand locally.
My advice is as follows:
1. Replace the Figo with an entry-level Fiesta Ambiente with the 1.1-litre 55kW engine. Bring in ST Line models and offer more than four colours!
2. Offer the Puma at a slightly higher price than the EcoSport. There is massive growth in the B-segment of the SUV market.
3. Offer the new Kuga as the Escape locally. The Kuga name has been tarnished.
4. Bring in the Fiesta and Focus ST. Growth in hatchback models are limited, but ST's are niche models.
Balancing the future and the present
Anyone who's been following automotive news lately will have noticed that there's a significant uptake of electric mobility. And yes, we've been reporting on it for the longest time, but it is something that every automaker is working towards. That includes Ford. The Blue Oval has made its intent on e-mobility clear and has even gone as far as to put an electric Mustang into production. Called the Mustang Mach-E, it is the SUV version of the famous Pony car. Blasphemy, perhaps, but necessary.
Locally, consumers are warming up to the idea of e-mobility, which is why several automakers have launched electric vehicles (EVs) in South Africa in recent years, with more EVs expected from the likes of Audi, BMW, Mercedes-Benz, and even Hyundai and Kia. For Ford, though, this is a transitioning phase where they must determine where to invest their money best.
Our hearts might say that the Focus ST and Fiesta ST are the way to go, but that might not necessarily be where the global market is heading. And if one holds on to yesterday, tomorrow might pass you by.
READ: Ford SA announces R15-billion investment to build new Ranger and Amarok in 2022
Despite their ageing product line-up, Ford SA is looking forward to next year when the new Ranger arrives. The R15 billion investment made to further the local production is not just to produce the Ranger, but also with an eye on the future and, possibly, future drivetrain options. Think hybrid or electric powertrains. It's a difficult one for Ford South Africa because they must keep existing clients happy while balancing a product portfolio caught in that transitioning phase.
While ardent fans and petrol heads might not agree with the direction Ford South Africa has taken in recent years, especially when you consider vehicles like the Puma not being imported, the Blue Oval's local arm is not resting on their laurels, and we should give them the benefit of the doubt as we await the future.
