Ford South Africa Redefines the Ownership Experience
Ford South Africa is entering a bold new chapter, anchored by a steadfast commitment to elevating the ownership experience for every customer. At the core of this transformation is the expanded Ford Family Promise, a comprehensive, customer-centric initiative designed to simplify vehicle ownership and provide unmatched peace of mind.
“The Ford Family Promise is what truly sets us apart in a competitive market,” says Neale Hill. “It’s more than a brand initiative - it’s a shared commitment between Ford and our dealer partners to put the customer at the centre of everything we do. Together, we’re delivering a personalised ownership experience that goes far beyond the vehicle purchase. From tailored finance options to aftersales support, our network is equipped to provide greater convenience, peace of mind, and genuine care, ensuring every customer feels like part of the Ford family.”
This holistic approach spans the full customer journey, from purchase to long-term care, reinforcing trust and ensuring consistency at every touchpoint.
This strategy aligns with Ford’s vision of a premium, globally consistent brand experience, driven by an ambitious dealer transformation programme and strengthened by strong sales performance. Together with its dealer partners, Ford is building momentum for long-term growth, customer loyalty, and confidence in the brand.
“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,” adds Hill.
A Vision Built for the Road Ahead
As the South African automotive sector adapts to new retail realities, Ford remains focused on long-term value creation, customer trust, and staying relevant in a rapidly changing market.
“We are not waiting for the future, we are building it,” Hill concluded. “With our dealer partners, we’re investing where it counts: in people, experience, and the strength of the Ford brand.”