Ford plans to re-enter van segment in PH

Published April 9, 2018, 12:00 AM

by manilabulletin_admin

By Bernie Cahiles-Magkilat

Ford Group Philippines is considering to re-enter in the commercial van market citing strong growth in the commercial van segment.

Bertrand Lessard, Ford Group Philippines managing director, said they are studying and considering this segment, which they have no presence yet. Ford used to have F-E150 model here.

Lessard, however, did not say they will relaunch the F-E150. If ever, they will re-enter this market that will not be this year yet.

“We will keep that for later because growing and interesting,” he said.

The American car company has steadily been improving its ranking among car brands in the country. It now ranked fourth out of the 21 members of the Chamber of Automotive Manufacturers of the Philippines, Inc.

Lessard attributed its performance to the changing auto market segmentation.

Ford has been strong in three segments — small passenger car, sports utility vehicle and pick-up trucks.

In 2017, Ford sales grew 9 percent. As of March this year, sales of this American car brand has grown by 14 percent.

Lessard expressed confidence they can maintain this growth for the rest of the year despite the higher excise tax on cars.

“The higher excise tax has changed the industry a little bit, but not stop the industry,” he said.

Everest, Ecosport and Ranger are its top three models, accounting for 90 percent of its 8 product line up available in the country.

Lessard said they do not compete for ranking, but as long as they are top of mind among Filipinos.

Ford has recently launched an incentives program to entice Ford car owners to tap Ford for the maintenance of their vehicles.