Ford heads off into an electric future with Mideast in thick of action
But in between there will be stream of hybrids, including F-150 version
There are to be no ifs or buts — Ford is plugging into an electric future for good. Just weeks after its new CEO, Jim Hackett, painted a broad vision of what that future holds, the details are now filtering down into the individual markets. And by the sound of it, the Middle East will be right in the thick of that electric action. Or hybrid, as the case may be.
“We have some iconic models and a loyal customer base ... our inclination is to lean into these areas of strength,” said Steven Armstrong, Group Vice-President and President of Ford Europe, Middle East and Africa. “We are electrifying our highest-volume vehicles to offer customers around the world even more capability, productivity and performance — not just better fuel economy.
“This is evident in our announcement that the F-150 Hybrid is among the four hybrid vehicles we’re planning to bring to the Middle East in the next four years.” (Through the years, the F-150 truck has had a revered status in the Gulf, notably in Saudi Arabia and UAE. It has brought on board legions of buyers ... and even more of those who wish they could buy one.)
Armstrong’s comment that Ford intends to bring out electric versions of its more popular models is telling. It could be argued that traditional carmakers should be creating standalone electric models from scratch and not tied to the legacy of any of their existing nameplates.
But Armstrong — and Ford — is not having any of that.
Change in priorities
“We are seeing a change of consumer priorities — new behaviours shaped by the digital world and sharing economy, and an increasing demand for ridesharing and different ways to own or use a car,” he said. “We are (also) witnessing changes in patterns of consumer behaviour that are driving the transportation revolution we see today; crowded cities and growing populations contribute to air pollution, congestion and strains on transportation systems.
“But with change comes opportunity — and in response, we are also evolving and changing culturally and operationally to meet these new demands. We are ready to compete and succeed in this new world.”
But how quickly does he think the Middle East’s car owners — with their preference for gas guzzlers — are likely to sign up? Isn’t there likely to be a significant gap between Ford’s expectations and actuals?
“Not at all — in fact, we have a very strong line-up of vehicles in the region, from passenger vehicles to trucks and SUVs to commercial vehicles,” said Armstrong. “At Dubai Motor Show, we’re showcasing five new vehicles that will arrive in Ford showrooms across the Middle East early next year.
“(There’s) the new-generation Expedition, the 2018 Mustang, the new F-150, the new EcoSport and the new Escape ST line. On the Lincoln side, we are bringing the new Lincoln Navigator to the region.”