Why Ford is betting on Nigeria

Ford Motor Co. said it plans to assemble its Ford Ranger pickup truck in Nigeria by the fourth quarter, as it expands in Africa and the Middle East. The additional plant in Ikeja will receive partially-assembled pieces from South Africa, handling final assembly for vehicles sold locally in Nigeria.

Assembly will begin in Ikeja, Lagos State, Nigeria’s commercial capital, the vehicle maker said in a statement.

The new Ranger will eventually make its way to 180 countries, however Ford has not signaled any intention to bring the midsize pickup back to the US where the F-150 still reigns supreme.

Nigeria, which recently overtook SA to become the continent’s largest economy, is a priority market for Ford and the company’s CEO for sub-Saharan Africa says the move will allow it to better serve its customers “from a retail point of view and in terms of vehicle and parts availability”.

Dr Cosmas Maduka, president of Coscharis Motors, said: “This partnership will boost Nigeria’s much needed march towards industrialisation and create an important step in the development of the automotive industry”.

The plant will have the capacity to produce up to 5,000 Rangers a year – all for sale in the Nigerian market.

“The new Ford Ranger is world class with an aggressive exterior, a premium, sporty, interior, the latest driver assist technologies and capabilities that ensure it’s up for any work or adventure”, said Nemeth.

Yet the new operation poses no real threat to the South African plant in Silverton, which now produces the Ranger for local consumption and export to 148 countries, and which will continue to do so for the new model. “The new Ranger is bolder, smarter and more refined for customers who want to combine genuine 4×4 capabilities with stand-out styling and premium features”.

The T6 Ford Ranger, which was developed by what is now called Ford’s Asia Pacific arm – with R&D based in Melbourne – is also made in Thailand (we get ours from there), South Africa and Argentina.