Interview with Sue Nigoghossian about Ford MEA

Ford had selected the beautiful Jordan as the backdrop for their SUV and truck lineup. We were invited to enjoy their hospitality and to test the cars. In between, we managed to have a quick chat with Ford ME Communication Manager.

Why select Jordan for Test Driving Ford´s truck and SUV lineup? 

Jordan provides a unique setting to display Ford’s lineup of trucks and SUVs. Ford is a leader in this segment and has a long heritage. This includes setting the segment for the mid-size SUVs with the Explorer, trucks with the F-150 and the crossover with the Edge. We have winners in almost every segment. So, Jordan provides the perfect backdrop to show the capabilities of our lineup.

Main characteristics of Ford customers? 

We have the most extensive lineups in the industry – from the smallest Ford Figo to the massive Ford F Series trucks that are the best trucks in the world for nearly 40 years. We have got a product that addresses every customer’s needs. The UAE itself is a very diverse market so we have it all to fulfill market needs.

Ford´s current performance in the UAE?

The sales are still in line with the industry. UAE is our second-largest market in the region so it is a very important market for us. We are really happy with our performance so far and we constantly are working with our dealer partners – Al Tayer Motors – to bring the best value for money for our customers.

Best-selling model in the UAE and GCC?

In the UAE, it is the Mustang, Explorer and the Edge. Edge is a segment leader region wide and we are hoping the new model will maintain that benchmark.

Future model roadmap for the GCC?

There are four new SUVs coming up from the Ford Motor Company. For now, it is all about the Edge. The all-new Raptor will be here in a few months. So, watch this space.

Why choose Ford over others?

After having driven many other vehicles, I can say that delivering the latest technologies to our customers is a priority for us. And, if I can go back to Henry Ford’s days when he launched the Model T, he opened highways to the mankind. He brought automobiles to the mass market. And, that heritage remains the same today. For example, the premium technologies like safety assistance systems that were available in premium models; we brought them to the mass market. So delivering great product design, comfort, craftsmanship, quality and technologies for driver assistance is a top priority for us. So, it is the core of the product, the ownership experience and safety leadership that makes Ford a winner.

Improvements in the new Ford Edge as compared to previous generation

We created the CUV segment with the Ford Edge and since then it became the segment leader due to its looks, performance, sporty spirit and technology. The all-new Edge continues that leadership. It is a brand new car from ground up – body, suspension and interior are all upgraded. Moreover, it adds two new engines apart from the 3.5 V6 we continue to offer – the 2.0 and 2.7 EcoBoost engines. Also, the new Edge comes with parallel and perpendicular parking assist.

How will you define Edge customers?

The Edge customer belongs to the younger generation – between 25 and 35. It is the customer that has outgoing and sporty lifestyle but has enough space for friends. It is perfect for young men and women and fits the UAE customer profile perfectly.

Availability in UAE?

Units are already in dealerships and in the next weeks, there will be enough stock for the customers.