Ford Australia says it intends to “double down” in response to the Chinese challenge from new import brands.
There is no plan for a separate strategy – such as the move by Jeep parent Stellantis to distribute Leapmotor vehicles, and plans by Subaru distributor Inchcape to introduce the Deepal brand in Australia – but there will be a stronger emphasis on the current model lineup, according to Ford Australia president, Andrew Birkic.
While he acknowledges the potential impact of as many as a dozen new Chinese brands arriving here by the end of 2025, many of which will focus on battery-electric vehicles (EVs), Mr Birkic told CarExpert the blue oval brand is prepared.
“They will be strong competitors. However, we need to focus on our game,” said Mr Birkic.
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“It’s about having a point of difference, but also a deep understanding of your customer.
“We need to double-down on our strengths and what we’re really good at. We know our customers very well. We’re celebrating our 100-year anniversary next year.
“But, at the end of the day, you’ve got to keep delivering great products.”
Mr Birkic highlighted the position of the Ford Ranger as Australia’s best-selling vehicle in 2023 and the Everest improving to seventh position, helping the brand to an eight per cent market share and year-to-date sales of more than 74,000 vehicles in 2024.
“We have a broader portfolio and that’s certainly helping our [market] share,” he said.
“We’re now getting Transits. Mustangs have arrived. We’ve got F-Series (F-150) as well.”
“There are lots of icons. We have really strong emotional attachments with our customers. When we have absolute clarity on our customers, and delivery to that, we are incredibly strong.”
Mr Birkic also pointed to Ford’s involvement in Supercars racing in Australia, as well as the company’s involvement in Formula 1 and Dakar desert racing, as a key to maintaining the popularity of the brand.
“We want to be an emotional brand. We want to win. It ladders up to the brand,” he said.
Ford’s local chief admitted the take-up for the Mustang Mach-E electric SUV had not been as rapid as expected, but highlighted the potential for the plug-in hybrid Ranger PHEV due for local release in 2025.
“Alternative powertrains are something we’re very focussed on. The adoption rate, particularly in commercials, is not as rapid as maybe some people anticipated,” said Mr Birkic.
“That’s why we believe that a Ranger PHEV is the right vehicle. And that, again, was a very intentional decision to make because we know what Australian consumers want with their trucks and we want to deliver on that.
“Ranger is an incredibly important vehicle for our business in Australia.”
However, Mr Birkic had nothing concrete to say about the number of Ranger PHEVs that would be arriving from South Africa – rather than Thailand – next year.
“Battery supply is always an issue. And, globally, these allocations are made, he said.
“We’ll look to optimise our investments and Ford will allocate its capital where it gets the appropriate returns.”
And he also resisted the temptation to talk about a PHEV version of the Everest.
“It’s a good question. I mean, we’re always looking at our powertrain options and certainly that’s a different segment, and there’s going to be some new players in that space,” sid Mr Birkic.
“We know that now, so that’s something we’re looking at, but [Ford has] nothing to announce today.”
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