Ford Middle East Hits Highest Q1 Sales Since 2016 With Key Models Leading The Charge

Ford Middle East has continued its strong sales momentum from 2023 into the first quarter of 2024, achieving a 29% year-on-year growth. This marks the highest growth since Q2 of 2016. The Ford Territory, Everest, and Taurus were key contributors to this success, driving significant sales and market growth in the GCC region.

The Ford Territory emerged as the best-selling SUV across Kuwait, Bahrain, Iraq, Oman, Qatar, Saudi Arabia, and the UAE within 18 months of its launch. The Ford Everest also saw a strong performance, with a record sales month in March 2024, solidifying its position as Ford’s third volume pillar in the Middle East.

In the sedan category, the Taurus maintained its popularity in the GCC, particularly in Saudi Arabia. According to Ford’s Brand Health Report, there were improvements in perceptions of the brand’s competitiveness regarding quality, authenticity, and trustworthiness.

"While our sales and market share grew over the first quarter of 2024, we continued our close collaboration with our valued distributor partners," said Ravi Ravichandran, President of Ford Middle East. He credited the Distributor Center of Excellence model for driving business turnaround by prioritising customer satisfaction and streamlining operations.

Markets such as the UAE, Saudi Arabia, and Kuwait demonstrated strength and consistency, leading to a 0.5% year-on-year market share increase across the region.

Future Plans

Ford Middle East has ambitious plans for the remainder of the year. "We aim to leverage growth opportunities offered by new nameplates such as the all-new Ford Everest and Lincoln Nautilus," said Ravichandran. The company is also preparing to introduce a new Ford F-150 to the region.

Additionally, Ford is laying the groundwork for its first EV launch in the Middle East in 2025. This initiative is part of Ford’s long-term goals outlined in its 2024 Integrated Sustainability and Financial Report. Ravichandran emphasised that customer satisfaction remains a key pillar of their strategy.

Performance-Driven Demand

"We’re also seeing a sustained appetite for Ford Performance-driven power among consumers here," noted Ravichandran. The Middle East is unique in being home to all three Raptor nameplates – F-150, Bronco, and Ranger.

This year marks the 60th anniversary of another iconic model, the Mustang. "The legendary muscle car has a strong following here in the Middle East, and we just recently launched the all-new Mustang Dark Horse," added Ravichandran.