Ford Motor Company is reinforcing its presence in the Middle East and North Africa by expanding its operations from Riyadh and reintegrating North African markets under regional oversight. The move is part of a broader strategy to enhance the company’s operational flexibility and drive faster growth across the region.
Ravi Ravichandran, President of Ford Middle East and North Africa, told Asharq Al-Awsat that the decision coincides with the expansion of Ford’s Riyadh office, which now includes specialized teams tasked with supporting the diverse needs of regional markets, including Qatar and the Levant.
According to Ravichandran, Ford’s offices in Riyadh and Dubai now manage a wide array of functions -ranging from sales and marketing to environmental compliance, safety, and after-sales services. This integrated approach supports the company’s strong regional network and aligns with its long-term vision for sustainable growth.
Commenting on the tariffs imposed during US President Donald Trump’s administration on imported vehicles, Ravichandran noted that Ford is still evaluating their potential impact on the regional auto sector. He stressed that it was too early to assess the full effect, adding that Ford’s resilience and long-standing investment in American manufacturing innovation give confidence in the company’s ability to adapt to evolving trade policies.
He stated that while no specific strategic actions have been taken yet to offset the effects of the tariffs or trade tensions, the company remains focused on monitoring developments and maintaining operational agility.
Ford recorded a 23% increase in sales during the first quarter of 2025, marking its strongest performance since October 2015 and its best in March since 2014. Ravichandran attributed the surge to strong market dynamics, increased consumer demand, and a well-balanced vehicle lineup, including the Taurus, Territory, Everest, and Ranger, along with Lincoln models such as the Nautilus and Corsair.
These results build on the momentum we generated in 2024, when the company achieved its highest annual sales since 2016, he said. He credited this success to Ford’s commitment to its partners, robust dealer network, and engaged regional teams.
He also highlighted the company’s growing focus on customer experience through initiatives such as online service scheduling, mobile service vans, and a new parts distribution center in Dubai, which has increased capacity by 20% and improved parts availability across the region.
Ravichandran emphasized the key role Gulf markets play in Ford’s regional growth, with Saudi Arabia and the UAE leading in sales. He noted that Saudi Arabia delivered the highest volumes, followed by the UAE, supported by Ford’s rigorous testing processes under the region’s harsh desert conditions.
Looking ahead, Ravichandran expressed optimism about the electric vehicle (EV) market, citing increasing consumer interest, government incentives, and growing infrastructure readiness. As part of its regional electrification strategy, Ford plans to introduce models such as the Mustang Mach-E, the hybrid Territory, and the F-150 hybrid.
While acknowledging challenges such as heightened competition and global supply chain disruptions, Ravichandran said Ford remains focused on agility, innovation, and responsiveness. “With our strengthened presence in Riyadh and Dubai and the support of our dealer network, we’re confident in our ability to continue meeting customer needs and driving long-term growth,” he concluded.
