Ford Motor Company of Southern Africa (FMCSA) has doubled down on the dealership model and is investing heavily in revamping its dealerships into world-class facilities.
FMCSA is making a substantial investment of over R900 million into its dealership network, signalling a strong commitment to the brand’s future in the country. This significant investment is spread across multi-year cycles, with 20 projects currently underway this year alone, valued at R292 million.
An extra 19 projects are planned through to 2027, demonstrating the Silverton-based manufacturer’s long-term vision for enhancing the Ford customer experience.
The investment is a testament to the trust and belief that FMCSA’s dealer partners have in the brand and its product offerings. While some facilities are multi-franchise, R50 million of the total investment is specifically allocated to Ford facilities.
These investments are categorised into Greenfield and Brownfield projects. Greenfield projects, which involve building from the ground up on undeveloped land and naturally incur higher costs. Brownfield projects, on the other hand, involve the redevelopment of existing facilities to align with new standards.
FMCSA’s commitment extends to providing a comprehensive, 1-stop service at its 118 dealerships across the nation. This means customers can purchase new or Ford-approved used vehicles, access servicing, and buy parts.
This extensive network supports a car park of just under half a million Ford vehicles currently on South African roads. The network also plays a vital role in job creation, directly employing 10 000 people, with a significant ripple effect on downstream employment.
Ford Dealerships and Sales Performance Overview
FMCSA is experiencing the challenges of a market with numerous new entrants. The brand achieved the 4th position in June’s new-vehicle sales, surpassing Hyundai. Last month, the Blue Oval’s market share was 6.5%, contributing to 16 662 units sold year-to-date.
The dealer channel, which is a key focus for Ford, experienced a 13% year-on-year growth from January to June 2025. Ford’s volume in this channel increased by 6.3%, from 13 500 to 14 362 units.
However, Ford’s overall market share has declined slightly. This can be attributed to Ford’s products being positioned at a premium price point in the small crossover segment (vehicles under R500 000).
These segments have driven much of the industry’s growth, particularly benefiting from a “buy down” trend where consumers opt for more affordable vehicles.
While Ford is gaining in these segments, its premium positioning means it does not capture the larger volume seen by brands offering products in the lower price brackets.
Watch Ciro De Siena’s video review of the Mustang Dark Horse:
Model Performance and Market Positioning
Across Ford’s model range, there has been year-on-year growth for the first 6 months of the year. The Everest and Mustang (including the new Dark Horse and GT models) have seen increased sales. The Puma has also sold more units than in the previous year.
The Territory, introduced in May and June 2024, has shown positive momentum with 944 sales over six months, an increase of 185 units compared to the previous year.
The Ranger remains a significant contributor, accounting for 70% of Ford’s volume, and holds a leading position in the double-cab segment with a 22.5% share.
See also: 2025 CarsAwards: Ultimate Double Cab in SA
Ford anticipates further advancements with the Ford Territory, especially with the recent launch of the Territory Dark Edition, which is reported to be selling well.
The brand also expects a positive turn for the Tourneo Custom by the end of the year with the recent introduction of the Sport and Titanium variants.
Overall, FMCSA is projecting approximately 8% growth on a year-over-year basis. While the overall industry is up 13% and the dealer industry is up 10%, Ford acknowledges being “about 2 points off” the industry growth in the dealer segment, which they aim to address by year-end.
View Prices and Specifications of new Ford models in South Africa
