Ford ME's Ravi Ravichandran on the auto brand's plans for the region
Image: Supplied
Ravi Ravichandran, president of
With a focus on sustainable mobility and innovation, Ravichandran also shares Ford's growth plans for the region, its expanding electric vehicle portfolio and the company's role in the region's evolving automotive landscape.
Ford recently inaugurated a new PDC in Dubai South. Can you share the strategic significance of this new facility for Ford's operations in the Middle East, and how will it improve parts availability and customer service in the region?
We are incredibly proud of this major milestone, which is a testament to Ford's significant investments in the Middle East. since 2011, we've nearly doubled our parts distribution footprint, underscoring our commitment to the region, our customers in the Middle East and Sub-Saharan Africa, and of course, our distributor partners.
The new, state-of-the-art 41,792-square-metre facility is designed to significantly improve parts availability, optimise inventory management, and expedite delivery times. By consolidating our operations into a single facility, we streamline processes, enhance service efficiency and accuracy, and increase our capacity.
These improvements are expected to provide enhanced service levels and reduced wait times, thereby elevating customer satisfaction and building greater trust in our brands and our distributors.
Why is the Middle East, and specifically the UAE, such a critical market for Ford? What makes the region a key focus for your company's expansion and long-term growth plans?
The Middle East – and the UAE in particular – is a vital growth market for Ford. The region's strategic importance is bolstered by the visionary leadership of the UAE, as embodied in the UAE Vision 2031, which emphasises sustainable economic diversification and future-focused development. This vision aligns perfectly with Ford's commitment to innovation and sustainable mobility solutions.
Similarly, Saudi Arabia's transformative Saudi Vision 2030 presents remarkable opportunities for growth and modernisation, making it an exciting market for companies like Ford. We are deeply committed to supporting both nations and their ambitious futures.
Our success in the Middle East is built on strong, long-standing partnerships with established and respected local distributors such as Al Tayer Motors, Al Jazirah Vehicles Agencies, Mohammed Yousuf Naghi, and Ford Alghanim. These family-run businesses possess a deep understanding of the market and a strong commitment to customer satisfaction, which are invaluable assets. Their expertise, combined with Ford's global reach and innovative products, creates a powerful synergy that benefits customers across the region.
With a rich history of over 40 years in the Middle East, we look forward to continuing to build on this legacy of success, working in partnership with the governments and people of this vibrant region.
Ford's new Parts Distribution Center (PDC) is designed to streamline parts supply and logistics. How will this facility help Ford better serve its customers across the Middle East, particularly in terms of reducing lead times and improving after-sales services?
The PDC leverages streamlined processes, advanced technology, and a strategic location to significantly enhance customer service across the Middle East. The facility is designed to ensure faster delivery times with a maximum of 24 hours required from the moment an emergency part request is made until it is located, packaged and invoiced. This rapid response is made possible by the 20 dedicated container docks, which allow for simultaneous operations, and significantly expedite order processing, ultimately leading to faster delivery times for our customers.
The new PDC represents a significant upgrade over its predecessor, offering a 20 per cent increase in capacity. This expansion allows us to store approximately 100,000 parts, ensuring we are well-equipped to meet the demands of our customers.
Additionally, the facility employs industry-first drone technology for depot safety management, which improves site safety, security, and stock accuracy through aerial monitoring and inventory management.
These advancements make the PDC future-ready, and capable of delivering around one million pieces to customers across the region each month. This capability ensures that we can provide efficient and reliable service, meeting the needs of our customers with improved parts availability and enhanced after-sales support.
How does Ford plan to meet the growing demand for both high-performance and environmentally friendly vehicles in this region?
We're committed to delivering products and services that align with the evolving needs of customers across the Middle East, and the UAE is no exception. The demand for vehicles that balance innovation and eco-friendliness is increasing, and we are prepared to meet this demand with a diverse portfolio of 15 nameplates from both Ford and Lincoln, offering a wide range of choices to suit various preferences and needs.
To cater to the UAE market, we're introducing a range of models that resonate with the region's desire for sustainable performance and luxury. The Ford Territory Hybrid combines popular SUV attributes with a fuel-efficient hybrid powertrain appealing to those seeking sustainable performance.
For enthusiasts of exhilarating, zero-emission driving, the all-electric Mustang Mach-E offers iconic Mustang muscle with instant torque and breathtaking acceleration. These models, alongside the F-150 Hybrid, Taurus Hybrid, and Lincoln Nautilus Hybrid, demonstrate our commitment to offering a diverse electrified portfolio.
Furthermore, the upcoming launch of Ford Connected Services this year will enhance the ownership experience by connecting drivers to their vehicles like never before, offering increased convenience and personalisation.
What is Ford's EV strategy for the Middle East, including new model introductions, and how does Ford view the region's evolving EV landscape, considering both challenges and opportunities?
Our strategy involves launching a new portfolio of New Energy Vehicles in the region, underscoring our commitment to providing customers with a wide range of choices for sustainable mobility. We believe a greater adoption of EVs presents significant opportunities for economic growth, job creation, and a cleaner environment.
While challenges such as charging infrastructure development and consumer education remain, we are confident that through collaboration and innovation, the Middle East region can successfully navigate this shift towards a more sustainable automotive future.
Our efforts aim to align with these opportunities, ensuring that Ford remains at the forefront of the evolving EV landscape in the region.
How is Ford leveraging advanced technologies such as connectivity, autonomous driving, and smart features to enhance the driving experience for customers in the Middle East?
At Ford, we are always exploring new ways to elevate the driving experience for our customers, both in the Middle East and globally. This year, we are excited to introduce FordPass, our mobility app with Connected Services, to the Middle East, starting with the UAE, followed by Saudi Arabia. This technology enables drivers to remotely control various vehicle functions, access vehicle health reports, and even locate their parked car, significantly enhancing convenience and connectivity.
Our commitment to the Middle East extends beyond simply introducing global technologies. We recognise the unique driving conditions in the region, such as extreme temperatures, challenging terrains, and specific traffic patterns and customer needs.
Our dedicated engineering team based in Dubai plays a crucial role in adapting and testing our vehicles. They conduct rigorous and comprehensive local testing programs to push our vehicles to their limits in real-world Middle Eastern environments. This ensures that features like climate control, engine performance, and driver-assist technologies are optimised for the specific demands of this market.
By combining local expertise with our global technological advancements, we deliver a driving experience that is not only innovative and connected but also perfectly tailored to the needs of our customers.
What are Ford's key strategic priorities in the Middle East?
The previous was an exceptional one for Ford in the Middle East, with sales doubling since 2022, driven by strong market share gains in key countries such as Saudi Arabia, UAE, Kuwait, Qatar, and Bahrain. As we look toward 2025 and beyond, our key strategic priorities include expanding our vehicle lineup and services to meet the evolving preferences of our customers in the region.
We are committed to introducing exciting new vehicles such as our first all-electric model, the Mustang Mach-E, alongside the launching of FordPass, to enhance the customer experience and broaden our customer base. These initiatives aim to elevate the service experience and provide customers with the innovative and sustainable mobility solutions they desire.
The new PDC will play a critical role in supporting our regional growth and enhancing the aftersales experience for our customers. By improving parts availability, optimising inventory management, and expediting delivery times, the PDC ensures that our customers receive exceptional service and support, reinforcing our commitment to delivering excellence in the Middle East.
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