January 21, 2013
Lincoln sales increase by 10% in the Middle East 0
Combined Ford and Lincoln’s sales increased by 55 per cent. Dealerships have expanded greatly across the region. Altogether passenger cars hit a 38 per cent growth. Some of the best performing models were the Taurus, Mustang, Fusion and the Figo. Trucks and SUV’s hit a huge 55 per cent increase. Demand on vehicles such as the F-Series, Edge, Explorer and the Escape.
Lincoln’s new generation crossovers, the MKX and the MKT were two of the brand’s best-selling models. With sales hitting such highs in what is considered quite a difficult region to conquer. Lincoln sales managed to go beyond the 75,000 mark. With momentum on the up for both brands, Ford believes that their strong performance will continue throughout 2013 too. Larry Prein, Ford’s Middle East Managing Director has stated his optimism for the year ahead. He stated that 2012 was a landmark year for Ford within the region.
Ford’s record in Kuwait for 2012 showed great promise. Vehicles such as the Ford Focus, Mustang and the Taurus represented double digit growth. SUV’s hit a 50 per cent increase with vehicles such as the Edge, Flex, Explorer, F-150 and the Expedition increasing a great deal.
Mr Perin said “Overall, the momentum we gained together with our dealers in 2012 has been truly remarkable, setting a robust foundation for us to launch into 2013 from. We are confident that with the continued investments from our dealers, the great new product introductions from both the Ford and Lincoln brands coupled with aggressive customer-focused actions across the region, we will set yet another record performance in the Middle East.”
Ford One Strategy
Ford’s One strategy has been the main catalyst behind the company’s success. Alan Mullay has been a main advocate of the strategy which has been pushed out worldwide. The main idea is to not cater all vehicles to a particular foreign market, but to instead cater all vehicles for all markets. That way costs are saved and more creative designs can be implemented.
It would appear that Ford’s Lincoln brand is finally showing its promise. They still have a long way to progress in the United States however to regain its once well respected reputation.