In 2023, Ford Motor Company of Southern Africa marked a proud century on South African soil. Today, the milestone gives way to something even bigger: intent. With the release of a bold new corporate manifesto, Ford draws a definitive line under its sustained commitment to South Africa, its customers, its dealers, and the critical role industrialisation must play in the country's future.
This isn't a look back. It's a declaration of what's ahead.
"We're acutely aware that when you celebrate a milestone moment such as a centennial, the instinct can be to look backwards. But, looking backwards isn't what is needed for our economy and the future of South Africa's automotive industry," said Neale Hill, President of Ford Motor Company, Africa. "As we face one of the most existential shifts in our lifetime, we know that we must move beyond simply honouring the past, to focusing on driving absolute clarity about our vision for the future together."
For Hill, the manifesto is more than words on a page, it's a distinction between companies that talk about commitment and one that has lived it across generations.
"Many companies can claim to be invested corporate citizens, but few can back this up with proven actions that cut across generations. This corporate manifesto is not a marketing moment; it's a purposeful signal from Ford that we're shifting from being focused on a milestone to an absolute and sustained focus on national momentum. We're making the strongest promise we can as the oldest OEM in our country," he said.
In an industry increasingly shaped by global competition on price and features alone, Ford is staking its claim on something no importer can replicate: history, presence, and partnership.
"In a market increasingly crowded by global importers competing on price and features, Ford is planting its South African flag based on a century of proven South African roots; and a renewed vow to build the next hundred years of South African growth together," Hill said.
The manifesto itself speaks directly to the spirit of the nation Ford calls home with its opening line, "You cannot measure this country's soul in kilometres or capture its heart on a spreadsheet," - a line that sets the tone for the content ahead.
"It speaks to the quintessential 'maak 'n plan' (make a plan) spirit that defines South African resilience, and positions Ford's century-long presence as a lived partnership with this nation's people, industry and ambition," said Dustin Chick, Director of Communications at Ford.
For Chick, the manifesto reframes what Ford's legacy in South Africa is really about.
"This isn't a story about horsepower or price points; it's about who has actually earned the right to call this place home. For a century, we have. And we're just getting started on the next one," he said.
The manifesto will roll out across brand, dealer, and internal communications channels in the coming weeks, reinforcing Ford South Africa's broader commitment to local manufacturing, export growth, and community investment - proof that a century of roots is just the beginning of what's still to come.