Ford says key to success is investment in dealers

“While some brands may be consolidating or rationalising, Ford is evolving its dealer business to meet the needs of modern customers. That’s because our dealer model works, we believe it’s a truly sustainable business,” says Neale Hill, President of Ford Motor Company, Africa, as he outlined the company’s strategic priorities for the near future.

Close to a billion rand will be invested by Ford’s dealer partners across South Africa over the next three years. “That’s not us saying we believe in Ford,” Neale emphasises. “That’s our partners endorsing it; a clear vote of confidence in our direction, our people and, most importantly, our products and our belief in our customers.”

He adds that rather than focusing on outright scale, Ford’s strategy centres on rightsizing facilities, optimising location, improving digital readiness and upgrading after-sales infrastructure to better serve today’s tech-savvy, time-conscious customer.

Ford’s dealer network spans 118 strategically located facilities across South Africa, Botswana, Namibia and Eswatini. The network ranks among the top three by size in South Africa.

This year alone, 20 new dealer projects and facility upgrades have kicked off or are scheduled for completion, contributing to a larger pipeline of enhancements across the network. These dealer-led investments are already creating significant indirect economic opportunities as they roll out.

The broader dealer network supports over 10 000 direct jobs in South Africa – a testament to the wide-reaching impact of the entire dealership ecosystem, far beyond just these 20 developments.

Going forward, dealer partners have pledged over R900 million in investment over the next three years. These investments are expected to yield sustainable returns for the dealer network, with Ford’s 2023–2024 Global Retail Assessment study showing a strong correlation between upgraded retail design and business success. Retail facilities that align with Ford’s global design standards consistently outperform non-upgraded sites on key customer-facing metrics.

Facilities such as the Paarden Eiland dealership (see photos) in the Western Cape, along with other multi-franchise dealerships across the country, further exemplify how dealer diversification, strategic brand alignment and an elevated customer experience can successfully coexist.

Dealer sales accounted for over 85% of all new vehicle sales in South Africa during the first half of the year, with 236 914 units sold year-to-date – a 12.9% increase that closely mirrors the overall market growth of 13.6% compared to the same period last year.

“The Ford Family Promise is what truly sets us apart in a competitive market,” says Neale. “It’s more than a brand initiative - it’s a shared commitment between Ford and our dealer partners to put the customer at the centre of everything we do. It’s really about the service, support and relationships we maintain throughout the customer journey,” he adds.