Ford Motor Company has announced an aggressive product acceleration in its newest business unit which covers the Middle East and Africa.
The US-based car manufacturer has pledged to launch at least 25 new vehicles by 2016 to Middle East and Africa.
The company also confirmed that several additional vehicles from its global portfolio will come tothe region in the near term, including the iconic American sports car, the Ford Mustang.
"Today, we are accelerating the introduction of our new products in Middle East & Africa, leveraging our One Ford plan - with a full family of vehicles offering the very best quality, fuel efficiency, safety, smart design and value," said Jim Benintende, president, Ford Middle East & Africa.
"Middle East & Africa spans Saudi Arabia to South Africa, and from Nigeria to Kenya, so customer tastes are as diverse as our markets. Thanks to our One Ford plan, we can offer vehicles and technology that customers want and value, tailored to the needs of our markets."
Ford's Middle East & Africa product offensive saw the company announce a new Focus which will go on sale in the Middle East in 2015, and a new Fusion, which will be launched in the Middle East this year.
The Ford Mustang will arrive in the Middle East during 2015, Fod said in a statement, adding that the region will also see an acceleration of the rollout of new technologies including EcoBoost engines, SYNC in-car connectivity, inflatable rear seat belts, MyKey and other driver assist technologies.
The product acceleration announcement comes only six months after Ford realigned the four regions of North Africa, Sub-Saharan Africa, South Africa and the Middle East into a new single Ford Middle East & Africa business unit to better serve customers and expand in the fast-growing region.
"The total Middle East and Africa car market is expected to grow 40 percent by the end of the decade to 5.5 million vehicles," Benintende said.
"Middle East & Africa is the final frontier for global automotive growth and we are putting the infrastructure and people in place to participate in this growth with the introduction of new products, leveraging our One Ford global strengths."
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