Ford rolling out 4 new models

MANILA, Philippines - Ford Motor Co. is rolling out four new vehicle models in the country next year to spur continued growth.

Ford Philippines managing director Kay Hart said in a briefing over the weekend, the firm is making available the Escape beginning January 2015.

Other vehicle models to be introduced here next year are the new Mustang, Expedition and Everest, Hart said.

The company recently launched the Explorer Sport which will be available in the country later this month.

Ford is expanding its vehicle lineup in the country as it aims to sustain its positive sales performance.

“We’re excited with the momentum we have. We are excited in terms of new products we have on the lineup,” Hart said.

As of end-October, Ford Philippines sold a total of 16,514 units, up 52 percent year-on-year.

Last year, the company sold a total of 13,286 units in the country, a 41 percent growth from 2012.

Ford Motor Co. president for ASEAN (Association of Southeast Asian Nations) Matt Bradley said in the same event the Philippines currently ranks second in terms of the company’s sales volume in the region.

“In our experience, we’ve made a big spurt in the Philippines. We’re up 52 percent (as of October), while the industry is up 30 percent and things that are happening are very positive so we are bringing in products and consumer experience to leverage on that,” he said.

David Schoch, Ford Motor Co.’s group vice president and president for Asia Pacific, said the company is upbeat on its prospects in the Philippines.

“I think that it is important to understand that we are constantly looking at economic development in these markets every year and how that translates in the industry and certainly in the Philippines, what we’ve seen is a migration of many customers moving to middle income class so we are anticipating continued growth in the Philippines,” he said.

With continued growth expected in the country, the company is aiming to expand its dealership network to a total of 37 by yearend.

Apart from expanding the product line and dealership network, the company also wants to enhance consumer experience by understanding what customers need.

“I think it is very important that we really listen to what the customer has to say to us, to Ford and to the dealer and what we’ve done to establish the consumer experience movement,” Elena Ford, vice president for global dealer and consumer experience at Ford Motor Co. said. She said the company’s aim is to bring consumer experience to the next level by having dealerships with employees that enjoy their work and have happy customers.

The company which has rolled out the consumer experience movement in the United States and in the Asia Pacific, is working on doing the same in the Philippines.

But while the company has a positive outlook on the Philippine market, it has no plans of bringing back manufacturing operations in the country for now.

The company closed its plant in Sta. Rosa in Laguna in 2012 as part of the restructuring of regional manufacturing operations amid weak local demand and small supply base for vehicles.