BANGKOK, Thailand — Alan Mulally, president and CEO, Ford Motor Company had been in Thailand before, but this was his first time at the Bangkok International Motor Show – the premier auto show in the ASEAN region, which represents a combined population of 600 million across its markets.
The reason for his special visit to the Bangkok Show: to support the ASEAN reveal of two new class-leading B-segment vehicles, the all-new Ford EcoSport and the new Ford Fiesta, as well as the arrival of EcoBoost in ASEAN. The new Fiesta will feature the internationally-acclaimed 1.0L EcoBoost engine.
“It is so nice to be back in Thailand, and to be here at the Bangkok Motor Show,” Mulally said to an excited crowd of about 300 media from Thailand, Vietnam, Indonesia and the Philippines gathered at the Ford booth. “This is an especially exciting time for our business in ASEAN, as we continue a commitment to serve our growing number of Ford customers across the region with even more segment-leading vehicles.”
“With the EcoBoost engine technology, the all-new Fiesta, and all-new EcoSport, we are preparing for the next stage of turbo-charged growth here in ASEAN,” Mulally exclaimed.
Ford’s successful product-led transformation in ASEAN began with the launch of the Ford Fiesta in 2010 and was followed by the class-defining all-new Ford Ranger and class-leading all-new Ford Focus in 2011 and 2012, respectively.
These global One Ford vehicles are helping drive record sales in ASEAN, including Ford’s best-ever full-year performance for the region in 2012 with overall ASEAN sales that rose 27 percent to 87,623 units.
“You can understand why we are so excited about our ongoing product-led transformation and why we are so confident that our momentum will continue to pick up pace through this year and beyond,” Mulally enthused after the EcoSport and new Fiesta rolled out for their reveal.
Mulally was joined at the Motor Show by Dave Schoch, group vice president and president of Ford Asia Pacific, Matt Bradley, president, Ford ASEAN, Yukontorn ‘Vickie’ Wisadkosin, managing director, Ford Thailand, Laurent Charpentier managing director, Ford Vietnam, Bagus Susanto, managing director, Ford Motor Indonesia, and Randy Krieger, managing director, Ford Philippines, who were all in town to support the ASEAN reveals.
Following the Motor Show, the Ford executives participated in an engaging Town Hall with 250 of Ford’s Bangkok-based employees.
The significance of ASEAN as a significant growth opportunity for Ford within the company’s Asia Pacific region was emphasised during the Town Hall, as employees asked about a number of topics related to the business, ranging from new product launches, investments, alternative energy vehicles, and government regulations across the markets.
At one point, Mulally was asked about his recovery from recent back surgery.
Following a sincere thank you in response, and acknowledgment that his recovery is going well, Mulally explained: “My compelling vision was to get on the plane, and honour my commitment to get here to Bangkok and see you. That was exciting, and I’m so happy that I’m here,” he said.
At the Town Hall, 15 employees received Long Service Awards for working with the company for five, ten, and 15 years.