Major American car brand rolling out new dealerships across South Africa
Ford Motor Company of Southern Africa is planning a major expansion of its dealership footprint across South Africa, with dealer partners committing over R900 million in investment over the next three years.
According to Neale Hill, President of Ford Motor Company, Africa, the move is a strong vote of confidence in the brand’s long-term strategy, products, and customer experience in the country.
“While some brands may be consolidating or rationalising, Ford is evolving its dealer business to meet the needs of modern customers,” said Hill.
Hill noted that Ford’s approach centres on right-sizing dealerships, enhancing aftersales infrastructure, improving digital readiness, and optimising locations to meet the expectations of today’s time-strapped and tech-savvy customer.
“That’s not us saying we believe in Ford. That’s our partners endorsing it – a clear vote of confidence in our direction, our people, and, most importantly, our products and our belief in our customers.”
Currently, Ford has 118 strategically located dealerships across South Africa, Botswana, Namibia, and Eswatini, making it one of the top three largest networks in South Africa.
The aim is to grow the network, improve the overall customer experience, and future-proof the brand amid shifting market dynamics.
In 2024 alone, 20 new dealership projects and facility upgrades are either underway or set to begin.
These investments are already generating indirect economic activity across the country. The broader network supports over 10,000 direct jobs in South Africa.
Ford’s data suggests that these upgraded facilities improve customer satisfaction and boost business performance.
Hill pointed to Ford’s 2023–2024 Global Retail Assessment study, which found that dealerships aligned with Ford’s global design standards consistently outperformed those that hadn’t been upgraded, particularly on customer-facing metrics.
At the heart of Ford’s success in South Africa is its best-selling Ranger Double Cab, which remains a top performer in both local and export markets.
Ford South Africa still sees growth
The Ford Ranger is currently South Africa’s leading double cab and was the first bakkie to be named SA Car of the Year in 2023.
The Ranger Raptor, another standout in Ford’s line-up, was recently named the “Ultimate Double Cab Bakkie” at the 2025 Cars.co.za Awards.
In the first half of the year, 236,914 new Ford vehicles were sold through dealerships in South Africa, accounting for over 85% of all new vehicle sales.
This figure represents a 12.9% year-on-year increase, closely tracking the wider market’s 13.6% growth.
Ford also climbed to fourth place overall in June. It captured 6.5% of the new vehicle market, a 0.5 percentage point increase.
What makes this achievement particularly notable is that Ford’s growth was driven mainly by Ranger volumes in a market otherwise dominated by passenger car sales.
Apart from the bricks-and-mortar expansion, Ford noted the upgrade that includes personalised finance solutions, dedicated aftersales support, and consistent service across the dealer network.
“It’s really about the service, support, and relationships we maintain throughout the customer journey. That’s what creates real brand connection and lasting trust,” Hill added.
Flagship sites like the multi-franchise Paarden Eiland dealership in the Western Cape exemplify Ford’s strategy in action, combining dealer diversification, strategic brand alignment, and an enhanced customer experience.
Together, Ford and its dealer network are positioning the brand for growth, relevance, and resilience in a competitive and rapidly evolving automotive landscape.
“We’re building momentum, not just in terms of sales but in trust, customer loyalty, and long-term confidence in the Ford brand,” said Hill.
Loading ...