Ford South Africa has committed R900 million to upgrading its dealership network across the country. This bold move, part of the company’s “Ford Guest Experience” strategy, will modernize more than 100 dealerships nationwide.
This investment aligns local operations with Ford’s global standards. As a result, customers across South Africa will experience a consistent and improved standard of service at every dealership.
Upgrading Facilities and Technology
Ford plans to transform both showrooms and service centers through this investment. Dealerships will offer modern customer lounges, interactive digital platforms, and advanced service bays. These features will streamline the entire customer journey, from choosing a vehicle to after-sales support.
Doreen Mashinini, General Manager for Marketing at Ford Motor Company of Southern Africa, said the upgrades aim to ensure consistency while meeting “evolving customer needs.” Customers will also benefit from digital tools that let them book services online and track real-time updates on their vehicles.
Boosting the South African Economy
Despite a volatile automotive market, Ford continues to show confidence in South Africa. Neale Hill, President of Ford Motor Company of Southern Africa, emphasized that the company is investing not just in infrastructure, but also in its customers and long-term presence in the region.
The construction phase will involve local contractors and suppliers, which will create jobs and stimulate local economies. This support for small businesses and communities further reinforces Ford’s contribution to South Africa’s economic growth.
Preparing for New Vehicle Launches
Ford’s dealership upgrades also prepare the network for upcoming launches like the refreshed Ranger and Everest models. These modernized facilities will help dealerships meet higher demand while providing faster repairs and better customer service.
In the long run, these improvements will also equip dealerships to support the arrival of electric and hybrid vehicles, keeping Ford competitive as the industry evolves.
Commitment to Customer Loyalty
By focusing on modern, tech-driven dealerships, Ford aims to build stronger customer loyalty. The company wants every customer to enjoy a seamless, high-quality experience. This R900 million investment highlights Ford’s long-term commitment to the South African automotive market, with customer satisfaction and sustainable growth at the heart of its strategy.
