Ford moves to grab slice of commercial pie

Bouyed by its streak of new launches in the middle and top-of-the-class luxury segments numbering not less than 12 models as at last count in the past one year, Ford Motor Company, serving the sub-Sahara African markets and headquartered in Pretoria, South Africa made another leap with the unveiling of  different product lines in the commercial vehicles league.

With the reveal of the commercial vehicle fleet have on offer this week, it does appear Ford and its distributors in many markets like Coscharis Motors, Ford distributors in Nigeria and facilitators of the media ride and drive from Nigeria are gauging the pulse and listening to the needs of business and fleet customers, as well as the man on the street, and expanding their range accordingly.

The event which took place Wednesday this inside the Nasrec Exhibition Centre, venue of the Johannesburg International Motorshows which attracted scores of motoring journalists from South Africa and sub-Sahara Africa including Business Day Nigeria underscores the importance Ford attaches to serving the commercial fleet segment both within the South African market and sub-Sahara Africa including Nigeria with Coscharis Motors.

Prior to the test-drive within and outside the precincts’ of Nasrec Exhibition Centre to show the maneuverability and breaking systems of the vehicles,  the motoring journos were taken through some of the features in all the models including the handling, drive train, their applications for different needs of individual, institutional, governments and corporate fleet buyers.

With the recent introduction of the all-new Ford Transit, Ford Motor Company of Southern Africa (FMCSA) is continuing its plan to expand its commercial vehicle presence on the African continent.

Among the commercial vehicles launched included the new Transit and Tourneo models which the automakers hopes will form the backbone of small and large businesses. It also includes the well-built Ranger XL-Plus Pick-up (known as bakkie in some countries that have been designed for demanding work environments.

It is available as a workhorse ideal for engineering and construction sites, security patrol vans, courier delivery services,mibile ambulances and cash-in-transit purposes.  The Transit and Tourneo Connect respectively are currently available in certain sub-Sahara Africa markets in left hand drive derivative (LHD).

The new two-tonne Transit offers businesses an even more versatile version of the 2013 Van of the Year, Transit Custom. The Transit panel van becomes a serious option for those who need to move larger items. New Transit is also available as a chassis cab model that can be fitted to accommodate customers’ exact needs. With the Tourneo also joining Transit, this factory-built people mover offers modern accommodation for 15 passengers.

“The introduction of Transit means that our commercial vehicle and fleet clients have more choice than ever before,” said Gavin Golightly, marketing manager at FMCSA. “Ford now offers modern, high-quality products with up-to-date technology that make sense for both new and established businesses.”

This new Transit lineup marks Ford’s third major commercial vehicle launch in Africa, under the ‘Global One Ford’ plan. This strategy was originally set into motion in 2012 with the launch of the global Ranger, built at the Silverton Assembly Plant in Pretoria. Ranger also uses the 2.2-litre and 3.2-litre engines sourced from it’s Struandale Engine Plant in Port Elizabeth, and the popular pick-up is also exported to 150 international markets.

In 2013, Ford launched the Transit Custom and Tourneo Custom, bringing the Transit nameplate back to South Africa for the first time since the 1970s. In March this year, Tourneo Custom was also recognised as the ‘Best Large MPV in Car Magazine’s Top 12’ awards – testament to the smart technology, up-to-date design, and high quality shared by all models.

Last month, at the inaugural Go Further event in Africa, Ranger XL-Plus was introduced. This toughened version was designed for the rigorous demands of mining and construction sites, giving customers in those sectors access to a EuroNCAP 5-star rated vehicle that offers leading technologies.

MIKE OCHONMA