Ford South Africa : A Success Story

Way back in 2002, Ford had fallen to the 12th ranked passenger car brand in the RSA. Since then, it gradually clawed its way up to 3rd by 2014, where it has stayed since. The market share in '02 was 2.2% and by 2016, was 11%. So what has Ford been doing right?

It sources models that are sold in mature markets as well as for emerging ones. The RSA is an mixture of such customers so Ford has