Ford revved up on Sri Lanka

By Cheranka Mendis

Ford Motor Company yesterday made a comeback into the Sri Lankan automobile market with four class leading vehicle models, a new and exclusive Ford dealer and a bundle of growth expectations.

Appointing Future Automobiles, a subsidiary of Softlogic Holdings as the company’s exclusive dealer, Ford is confident that the sales which are “not quite there yet” might take a turn towards the positive and serve up a better slice of the growth pie in the coming years.

Regional Manager Asia Pacific Ford Export Operations David Westerman yesterday stated that the company had identified Asia Pacific as a strong and key export division for the company, anticipated to take on 50% of the total export market this year. The current numbers are expected to double within the next two years.

“Ford anticipates a similar pattern of growth in the Sri Lankan market,” Westerman said, “we recognise Sri Lanka as a driving force behind the recent growth seen in the South East Asian market.”

Westerman told the Daily FT that Sri Lanka was poised for growth with the economy taking a turn for the better, which would improve living standards of the people and in turn assure an increase in the car ownership of citizens.

“What is unique in Sri Lanka is that not only has Ford made a mark in the country in the 1960s and 1970s and established a market presence that spans over a large period of time, but that Sri Lankans give pride of place to their automobiles. They are energised by them and has a real passion for automobiles,” he outlined.

Westerman firmly believes that the outlook is better than ever before despite the earlier setback. “We even ceased operations in 2007 and parted ways with our dealers as our sales were on a constant decline,” he recalled.

Ford has invested over US$ 8 billion to expand production and assembly operations in Asia with the global capitalising of growing demands by consumers for high quality, efficient, affordable and safe vehicles over the past few years.

Ford introduced four models to the Lankan market, which was said to be the largest ever line-up of world class Fords in the country – the Ford Everest SUV, Ford Ranger Pickup, Ford Focus and Ford Fiesta. The company will introduce the fastest selling and award winning super mini Ford Figo shortly.

Westerman assured that this was just part one of a large series of innovations and products in the automobile market.



Chief Operating Officer Future Automobiles Sujeeva Premaratne speaking on targets and market share stated that even though this year may be slow, things would pick up by next year.

“This year the market has been manipulated with import license already given and it is unlikely that we will have products that are below the Rs. 2 million category immediately,” Premaratne said. “However we expect to have 25% market share in a minimum of three years in each product category. By 2012 we hope to have a minimum of 15% in the segments we represent.”

The company will aggressively promote itself in the pickup market with the Ford Ranger pickup, the passenger car and SUV market. The pickup has been in the market for the past two months prior to its launch and has been a success, he revealed.

The Ford luxury SUV will be sold at Rs. 12 million, Focus at Rs. 4 million, sedans at Rs. 3.6 million, double cabs ranging from Rs. 4-6 million and single cabs for Rs. 2.5 million. Sri Lanka’s geographical location enables importation of cars from any part of the world, which guarantees faster delivery in the market. Initially the Focus will be imported from Europe, Figo from India and Fiat and others from Thailand.

Future Automobiles is also determined to place Ford within the top three brands in the shortest period. “We have put in the best resources in terms of people, showrooms, after sales service and spares and offer an unparalleled Ford experience in the country,” he asserted.

The company is investing in a multimillion dollar dealer facility which will boast ‘3S’ services – sales, service and spare parts – which will be designed and developed in accordance with Ford’s latest global showroom design standards.

Westerman told the Daily FT that Sri Lanka would see a new version of the Ranger Pickup next year, which is a complete change from the existing one. An all-new Focus is also set to be launched later this year, he added.