BY Mabuyane Mabuza
The pioneering spirit of one Henry Ford lives large. The American innovator and business magnate was a revolutionary and even a legend. Not only did he introduce the moving assembly line to car production, but he also introduced what we have come to know as the ‘starter pack’ in Model T, the very first affordable vehicle. Ford’s spirit lives on in Silverton, Tshwane.
Well, it is not so much Henry the individual, but the spirit and values that define Ford Motor Company. Recently, Ford Motor Company of Southern Africa celebrated its centenary since it began its operations here in 1923.
As I joined a group of fellow journalists to the festivities at the corporation’s head office in Silverton, I reflected on how the motoring industry has changed. I drifted back to a famous quote where Henry Ford said customers could have any colour of the Model T as long as it was black. This was a reflection of the times when the customers took what they were given and had no choice whatsoever. I chuckled thinking how much times have changed and that the customer is at the centre of any decision taken by corporations such as Ford.
It is no accident that the South African plant has become one of the largest Ford plant outside of North America. For a hundred years, Ford has been a driving force, weaving a tapestry of innovation, resilience, and progress. It speaks to the potential that this country has as an investment destination. No sugar coating, we have our problems and there are just plenty. But we hold a promise of a better future and an even bigger market. The folks at Ford can see that and have been patiently pumping billions into our economy.
FMCSA employs a little over 5200 people at both the Silverton plant and Struandale engine plant in Qheberha, and the Silverton plant produces 720 vehicles per day.
They announced an additional R5.2 billion towards the production of the new Ranger plug-in hybrid. Production of this model is set to begin early next year, 2024, and it will be exported to Europe, Australia, and New Zealand.
The Seeds of Ambition were set in motion in the early 1920s. A vision was born and Ford’s revolutionary ideas set the wheels of change in motion. The fertile soil of Southern Africa beckoned, and Ford responded with enthusiasm. Driven by a deep-rooted commitment to cater to the evolving needs of customers, Ford Motor Company of Southern Africa was established. The first assembly plant, situated on the outskirts of Port Elizabeth, emerged as a testament to a promising future.
Engineering a Nation’s Progress With determination and ingenuity, Ford quickly established itself as a pillar of innovation.
The assembly lines hummed with activity, as Ford vehicles rolled out, ready to pave the way for a brighter tomorrow. From the iconic Model T to the sleek Mustang, each car became a symbol of dreams realised and miles covered in the pursuit of adventure. A remarkable legacy for Ford Motor Company of Southern Africa was set.
Localising the Roadmap Recognising the importance of empowering local talent, Ford Motor Company of Southern Africa fostered a culture of growth and opportunity. Collaborating with universities and technical colleges, the company nurtured a generation of skilled engineers, designers, and technicians. Through a commitment to Social Responsibility programs, Ford played an active role in uplifting communities, supporting education, and promoting environmental sustainability.
Some of us have been lucky to watch this journey at close proximity and can only admire what this brand has achieved in the past two decades.
Innovating Toward the Future As the world grappled with a rapidly changing landscape, Ford Motor Company of Southern Africa never faltered. Instead, it embraced the challenges as turned them into opportunities. With a focus on sustainable mobility, the introduction of electric and hybrid vehicles towards a greener future. Advanced safety features, cutting-edge connectivity, and autonomous driving capabilities revolutionized the way people experienced the open road.
Driven Together, A Century Strong Ford Motor Company of Southern Africa’s centenary is a celebration of the countless stories scripted by the dedicated people who stood behind the blue oval. It is a tribute to the loyal customers whose lives have been enriched by the vehicles that carried them through the landscapes of dreams and possibilities. From the vast savannas to the vibrant cities, the spirit of Ford has become intertwined with the cultural fabric of Southern Africa. This profound connection between Ford and the people it serves has fostered an enduring bond built on trust, reliability, and the shared pursuit of adventure.
As we were shuttled from the main reception to the large marquee erected for the celebrations, I couldn’t believe what I was witnessing. The precinct that has risen in the past six years had transformed into a whole new “town”. For someone like me who passed there countless times growing up right into my adulthood, the open field that used to be there is just but a distant memory. Those who were born 10 years ago will not be able to imagine what I am referring to.
From humble beginnings to becoming an integral part of the region’s automotive industry, Ford has truly driven into the future. It leaves tracks of excellence along the way. The company’s journey has always been about more than just cars. It is a journey of transformation, empowerment, and the relentless pursuit of going further. As I celebrate the behemoth that is Ford Motor Company of Southern Africa today, I am confident that it will keep going for the next centrury affording the next generations an opportunity to witness the evolution of what began as one man’s vision that was bought by communities, and nations. May Ford never stop innovating, growing and continue to see potential in our land and give hope to future generations.
