Ford South Africa Embraces Its “Second Century” With a Bold Declaration of its Commitment to South Africa
In 2023 Ford Motor Company of Southern Africa marked a century in South Africa. Today, it marks something different: intent; with the release of a bold new corporate manifesto that draws a line under its clear, sustained commitment to South Africa, customers and dealers and an enhanced commitment to champion the critical role industrialisation plays in our country’s future.
“Today we draw a line in the sand. We’re declaring that the intention for our second century in South Africa is to be an unwavering champion of industry and industrialisation as drivers of shared value. We call on government, industry bodies and stakeholders to come together to ensure local automotive manufacturing can compete on a fair, strong and level playing field domestically and globally,” said Neale Hill, President of Ford Motor Company, Africa Operations.
“We’re fully aware that when you mark a milestone moment, 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. As we face one of the most existential shifts in our lifetime, we know that we must move beyond simply honouring the past, to a focusing on driving absolute clarity about our vision for the future,” said Hill.
“Many companies can claim to be invested corporate citizens, but few can back this up with proven actions that cut across generations. This 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 driving national momentum. We’re making the strongest promise we can as the oldest OEM in our country,” he said.
A Call for Fairness Amid Growing Competitive Pressure
Beyond sentiment, this manifesto carries a pointed policy message. "Ford South Africa has never simply been a manufacturer operating within this country, we are, and have always been, a builder of industry, of skills, of communities and of national capability," said Hill.
"This manifesto is our declaration to South Africa: we will continue to invest, to build and to employ. Equally we will continue to support the need for policy and regulatory conditions that allow local manufacturers to compete fairly against those who simply import vehicles into this market".
Ford's manifesto calls on government, industry bodies and stakeholders to work together to close this gap, including through the ongoing development of programmes such as the second phase of the Automotive Production and Development Programme (APDP2), to ensure that companies who invest capital, create jobs and build local skills are not placed at a structural disadvantage to those who do not share the same commitment to the country.
"We are actively engaged in these discussions, because the future of this industry - and the hundreds of thousands of livelihoods that depend on it. This relies on getting this balance right," said Hill. "This is not about protectionism for its own sake. It is about ensuring that the enormous investments already made in this country, and the investments still to come, are not undermined by uneven operating realities."
A Call to Action
With this manifesto, Ford South Africa is calling on government, policymakers, industry partners and fellow manufacturers to join in advocating for a regulatory framework that supports local industrialisation, protects existing investment, and creates the conditions for continued growth. Ford believes that a fair and level playing field is not only good for manufacturers; it is essential for the millions of South Africans whose livelihoods, directly and indirectly, depend on a thriving local automotive industry.
“The manifesto will roll out across brand, dealer and internal communications channels, reinforcing Ford South Africa's broader commitment to local manufacturing, export growth and community investment. It is the most visible commitment we can make that says Ford South Africa remains committed to building on its century-long legacy, and to being a vocal, active and consistent advocate for an automotive industry that is strong, competitive and built to last in South Africa, for South Africa and built by South African hands,” said Hill.
