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The Mustang, ‘Heart & Soul Of Ford,’ Coming To Nigeria

The Mustang, ‘Heart & Soul Of Ford,’ Coming To Nigeria

The Mustang — it’s a status symbol, a global icon — at least according to its maker, Ford Motor Co. — and it’s coming to Nigeria, VenturesAfrica reports.

American multinational automaker, Ford Motor Company, says it will introduce 17 products to the Nigerian auto market by 2016 as part of plans to launch a total 25 new products in its 67 markets in Middle East and Africa — a recently created unit for the company.

One of the products set to hit Nigeria is the 2015 Ford Mustang which debuted in South Africa this month. The Mustang, which comes in convertible and fastback models, was introduced at Ford’s inaugural Go Further exhibition in Sandton, Johannesburg with  promises of exceptional performance and refinement while embracing the Mustang’s half-century of heritage and status as a global icon, Ford says.

“In every iteration since 1964, Ford’s pony car was designed specifically for North America, but the new one is a truly global product and it has also been confirmed for South African introduction in 2015,” according to Independent Online. “Whereas previous ‘Stangs were brawny but basic, the new one has evolved into a more sophisticated and efficient animal in order to keep global markets happy.”

Few other cars inspire passion like the Mustang, said Mark Kaufman, vice president of marketing, sales and service for Ford Motor Co. of Southern Africa, according to VenturesAfrica. “The iconic design and visceral sound of Mustang resonate with people, even if they’ve never driven one. It is definitely more than just a car – it is the heart and soul of Ford.”

But Ford has to navigate Nigeria’s automotive policy which advocates local production and discourages imports of vehicles made entirely in other countries, Ventures Africa reports. The policy puts pressure on auto makers like Ford to set up assembly or manufacturing plants in Nigeria. Ford officials say they are analyzing the possibilities but have nothing to announce yet.

Ford wants to capture the African market in Nigeria and Angola, and plans to introduce 17 products into the Nigerian auto market by 2016 and 25 new products in its 67 markets in Middle East and Africa — a relatively new business unit for the company.

The volume of product introductions planned for Africa testifies to Ford’s commitment to grow the market, the company said. Ford said it will bring a full range of cars, trucks and SUVs that are fun to drive, fuel efficient, safe and high quality to Africa and the Middle East.

“Africa is one of the youngest markets in the world, and there is an opportunity to provide an affordable product for the people of the continent” said Jim Benintende, president of Ford Middle East and Africa.