Monday 22 / September / 2025
Ford has been growing in the region with SUVs like the Territory and Expedition, while also introducing innovations like FordPass and electrified models such as the Mach-E. How do you decide which new technologies to localize for the Middle East, and at the same time make sure icons like the F-150, Bronco and Mustang still feel true to the Ford ethos? Can you walk us through Ford’s broader strategy for the Middle East over the next few years - what are the key priorities shaping your regional roadmap?
Our strategy starts with customers here. After more than four decades in the Middle East & North Africa - and more than 120 years as a company- we build our cars for how people actually drive in this region: extreme heat, long distances, towing, heavy use and serious off-road.
How we choose what to localise:
• Customers’ needs first: We prioritise technologies that make driving better here — capability, comfort, safety, connectivity and ownership ease.
• Proven and serviceable: If we can’t support it, we don’t launch it. We align parts, tools and training before we go to market.
• Region-ready validation: We run host-weather testing, cooling and dust testing, local navigation and language UX checks, and tailor calibrations for fuel quality and terrain.
• Phased rollouts: We pilot, learn and scale with our distributor partners to ensure quality and uptime.
We’re authentic:
• Protect the DNA: F-150®, Bronco® and Mustang® must lead on capability, durability and performance. New tech should enhance that experience, not distract from it.
• Powertrain choice: We offer the right mix — efficient gasoline, hybrid and, where it fits, electric — without compromising the drive our customers expect.
• Purposeful features: Connected services and advanced driver-assist come in when they add clear value for drivers here.
Our roadmap for the Middle East & North Africa region
Product and performance
• Expand our SUV and truck lineup tuned for local conditions, such as the all-new Ford Expedition and Lincoln Navigator
• Introduce Territory Hybrid and Mustang Mach-E™
• Continue to offer performance variants that match the region’s passion for off-road and high-performance driving.
Technology and connectivity
• Grow FordPass® capabilities and connected services with simple, useful experiences that improve daily driving and ownership.
• Deliver features that are easy to use and continuously improving through software updates.
Customer experience
• Invest with distributors in service capacity, technician training, parts availability and mobile service to maximise uptime.
• Make ownership simpler with transparent maintenance journeys and digital tools.
Regional focus and partnerships
• Continue to work closely with our distributor partners across the region to further grow the Ford and Lincoln brands.
Bottom line: we’ll bring the right vehicles and technologies at the right time, tuned for this region, and anchored in the capability and confidence our customers expect from Ford.
From your perspective, how are consumer preferences in the Middle East shifting in terms of vehicle type, technology, lifestyle needs, recreational needs, pricing and climate considerations?
Consumer preferences in the Middle East are rapidly evolving, and we’re observing an increasing discernment among consumers, who are now demanding sophisticated design, personalized experiences, convenience, and robust after-sales support.
In terms of vehicle type, while rugged SUVs remain popular due to the terrain, there’s also a growing demand for luxurious family vehicles and a wider range of vehicle types to suit every lifestyle. Technology integration is an unsurprising yet significant trend, with strong interest in features that enhance the driving experience and connectivity.
Lifestyle and recreational needs are also shaping demand, as the region’s unique landscapes and a growing interest in outdoor activities drive the need for vehicles with strong off-road capabilities and those that support adventurous pursuits. Perhaps the biggest change in the last few years is a significant and growing interest in New Energy Vehicles, driven by both environmental awareness and government initiatives.
And let’s not forget climate considerations - extreme climate necessitates vehicles that are rigorously tested and adapted to ensure optimal performance, reliability, and durability in high temperatures and challenging conditions. We at Ford tackle this head-on with our regional engineering team’s annual hot weather testing programme, seeing every vehicle - such as the recently launched all-new Expedition that is designed to conquer any terrain while providing a smooth, refined ride - endure the same harsh scrutinisation.
From the Ford Racing lineup, which model do you find is most popular with women drivers?
The appetite for our Ford Racing vehicles has been excellent overall in the region among both genders. For our women customers, the choice is based on their lifestyle needs and requirements. Based on this, our women customers are drawn to models in our Ford Racing lineup that offer a compelling combination of iconic design, powerful performance, and that unmistakable sense of freedom and thrill that comes with driving a high-performance vehicle.
The iconic Mustang is also a popular choice among women drivers for its powerful performance and the sense of freedom and exhilaration it offers. Building on this success, we anticipate significant interest from women customers in the first-ever Mustang Mach-E, which will be launched soon in the region, bringing that legendary Mustang DNA into the electric performance space.
Over the past few years, the Middle East auto market has seen an influx of new players, offering competitive pricing and tech-heavy features. How does Ford manage to differentiate itself in such a crowded landscape, and what unique strengths will help you win over customers who now have more choice than ever before? What is your strongest sales pitch for a fence-sitter?
In what has become an even more highly competitive and dynamic industry, Ford differentiates itself through several unique strengths that go beyond just competitive pricing and tech features.
Our deep-rooted legacy of over 40 years in the Middle East, coupled with over 120-year global heritage, provides an unparalleled understanding of the region’s unique needs, climate, and customer preferences. Our vehicles are rigorously tested and adapted both in, and for, this environment. We offer a tailored Ford and Lincoln product lineups specifically designed for the region’s demands, from the rugged capabilities of the Raptor lineup to the bold versatile Territory.
We are confident in the quality of our products and services, and our ability to meet the evolving needs of our customers. With already two new launches this year—the all-new Expedition and new Territory—and an exciting lineup for the remainder of the year including the first-ever Mustang Mach-E, Territory Hybrid, and the all-new Lincoln Navigator, we are further strengthening our portfolio. In parallel, with our focus on customer satisfaction and strong distributor partnerships, we are confident in maintaining competitiveness and driving market share growth even higher.
Aftersales support is often a key factor in building long-term loyalty in this region. What steps is Ford Middle East taking to strengthen service quality, parts availability, and overall customer care?
Aftersales support is a critical pillar of our customer loyalty strategy. As part of our long-term commitment to the region, our customers, and distributor partners, earlier this year we made a significant investment by inaugurating our new state-of-the-art Parts Distribution Center (PDC) in Dubai.
The 41,792-square-metre facility represents a substantial upgrade over its predecessor, offering a 20% increase in capacity with storage for approximately 100,000 different parts, ensuring we can meet the diverse needs of our growing customer base across the Middle East and beyond.
The centre leverages streamlined processes and advanced technology to significantly elevate customer service. Designed for maximum efficiency, our PDC ensures faster delivery times, with a maximum turnaround of just 24 hours from the moment an emergency part request is made until the part is located, packaged, and invoiced—minimizing vehicle downtime and improving overall service efficiency.
Furthermore, we work closely with our distributor partners to provide customers with comprehensive aftersales support by providing quality service and peace of mind. Through shared service standards, ongoing training, and continuous support, we ensure consistent service experiences, from scheduled maintenance to emergency repairs, backed by genuine parts and certified expertise.
What does Oman represent for Ford in terms of opportunity, and are there any specific initiatives or plans tailored for this market?
Oman, like any other market in the region, represents a very promising market for Ford, offering huge potential with highly diversified customer requirements. The Sultanate has proven to be an important market for our brand, demonstrating strong demand across our entire vehicle portfolio.
The Ford Territory has been our highest-selling nameplate in Oman, followed by the Ford Everest in second place. With the launch of the new Territory, we are optimistic about our continued growth across the Sultanate.
What makes Oman particularly exciting is the breadth of market segments we serve there. From small utility vehicles like our bestselling Territory, to mid-size performance pickups like the Ranger Raptor, to full-size pickups and SUVs, plus the iconic Mustang and our complete performance lineup including the Bronco Raptor and F-150 Raptor. This wide array of vehicle offerings showcases our ability to meet every lifestyle need in the market.
We are committed to the Omani market, and we actively work hand-in-hand with Arabian Car Marketing to develop and implement tailored initiatives that specifically address the evolving needs and preferences of Omani customers. This collaborative approach ensures we continue to deliver vehicles and services that resonate with local market demands while maintaining our strong market position.
If you personally had to pick one Ford vehicle to drive every day, which would it be and why? And what would you drive on the weekends?
Personally, I’m in love with the new Territory. Its modern design, comfortable interior, and advanced technology make it an ideal daily driver that perfectly balances practicality with style. Whether it’s school runs, grocery trips, or weekend getaways, the Territory delivers the reliability and efficiency I need while keeping me connected and comfortable.
