Ford Motors Company is considering introducing the 2006 Ford Fusion model into the Pakistani market. The Fusion is a mid-sized sedan that would compete with models like the Honda Accord. Key advantages of entering the Pakistani market through foreign direct investment include increasing investment, reducing unemployment, and transferring new technology. However, Pakistan's unstable political system and changing policies could impact investment.
3. Outline
Brief Introduction of Ford Motors
Overview of Pakistan Automobile Industry
Mode of Entry in Pakistan
Political Effects On Investment in Pakistan
Model to be Introduced
Overview and Features
Comparison with Competitors
Marketing Strategy
Conclusion
3
4. Introduction
Slogan: Bold Moves.
Type: Public (NYSE)
Founded: June 16, 1903
Headquarters: Dearborn, Michigan, USA
Revenue: $177.4 billion USD (2005)
Employees: 327,531
Website: www.ford.com
Source: Annual Report Ford Motors Co. 2005
4
5. World Motor Vehicle
Production by Manufacturer
Source: World motor vehicle production by manufacturer: World ranking 2005.
Mazda
1285 BMW
1323
Mitsubishi
Names of Companies
1327
1934 Fiat
2072 Suzuki-Maruti
2617
Renault-Dacia-
2853 Samsung
Hyundai-Kia
1 3348
3373 Nissan
3375
Honda
4319
PSA Peugeot
5173 Citroën
6418 DaimlerChrysler
7100
Volkswagen Group
9040
Ford
0 5000 10000 Toyota
No. of Units ('000)
General Motors
5
6. World Motor Vehicle
Production by Country
Source: World Motor Vehicle Production by Country and Type: Light
Commercial Vehicles 2004 - 2005. OICA
995
Name of Countries
1110
1264
1406
1607
1783
2375
1 2624
2677
3495
3657
5067
5543
10064
11524
0 5000 10000 15000
Annual Production Units ('000)
United States Japan Germany
China South Korea France
Spain Canada Brazil
United Kingdom Mexico India
Russia Thailand Italy
6
7. Brief History
Incorporated in 1903 with a paid up capital of
US$ 28000 by 11 investors
Henry Ford 40 years old man Found this
company
One of those companies which survive in great
depression
1908 Released 1st T-Model car
Introduces new HRM system which later on
called FORDISM
1911 Ford opens first factory outside North
America – in Manchester, England.
7
8. History……….continued
1918 50% of the county cars were T-Model
Henry Ford Make efforts to Stop World War-I
1919 loss market share when GM and Chrysler
offer new luxurious Models
1922 acquire Lincoln Motor Company, named for
Abraham Lincoln in US$ 8 Million
1925 introduces Ford Tri-Motor Airplane
1926 Ford Australia was founded in Geelong,
Victoria, Australia.
8
9. History……….continued
1927 introduce new luxury Model-A and
stop the production of Model-T after
producing 15 million units
1930 establish Mercury division to serve
mid price auto market
1938 Henry Ford was awarded The Grand
Cross of German Eagle- Highest award
given by the Germans to any foreigner
9
10. History……….continued
1941 Ford begins building general purpose "jeep"
for the military
1942 Production of civilian vehicles halted,
diverting factory capacity to producing B-24
Liberator bombers, tanks, and other products for
the war effort
1947 Henry Ford dies of cerebral hemorrhage at
the age of 83, Henry Ford II becomes new
chairman
10
11. History……….continued
1945 Lincoln and Mercury were combined into a
single division.
1948 F-1 Truck introduced. Lincoln Continental
was introduced
1956 Ford goes public with common stock shares
1957-58 Ford was top selling brand, with 1.68
million automobiles produced per year
1965 Ford brand US sales exceed 2 million units
1967 Ford of Europe was established
11
12. History……….continued
1970 Ford establishes Asia Pacific
operations
1973 Ford US brand sales reaches an all
time high of 2.35 million vehicles produced
1979 Ford acquires 25% stake in Mazda.
1985 Annual turnover exceed 2.70 million
with a revenue of more than US$ 53 billion
1987 Ford acquires Aston Martin Lagonda
and Hertz Rent-a-Car
12
13. History……….continued
1989 Ford acquires Jaguar, and the Mazda
MX-5 Miata is unveiled
1995 Annual revenues reached $137 billion
1996 Ford certifies all plants in 26
countries to ISO 14001 environmental
standards
1999 Ford purchases Volvo (car division)
2000 Ford purchases Land Rover from BMW
13
14. History……….continued
2003 Ford Motor Company 100th
Anniversary.
2006 Ford buys Rover brand name from
BMW
Sources:
General Timeline: Ford Motor Company 2002 Annual Report
Production figures: U.S. Automobile Production Figures
14
15. Pakistan and its Automobile
Industry…………An Overview
Pakistan is Situated between two biggest nations
of the world, India and China consisting of ¼
Population of the world
It provides a strategic link to the Middle East in
the west, Central Asia in the north
The country has a sizeable market of 160 million
people
Its hard core workforce consists of over 45
million people, both men and women
The literacy rate is 52 % with 68 universities and
1,164 colleges
15
16. Pakistan…………….Climate
The country comprises a land mass of 796,095 sq
km, with one of the world’s highest mountains,
such as K-2 in the north
Too vast deserts in the south, with arable plains in
the middle irrigated by five famous river systems
of the great Indus Valley
Five seasons, namely winter, spring, summer,
Moon Soon and autumn are among the greatest
natural endowments of the country
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17. Pakistan……….Infrastructure
The country’s infrastructure is fairly well
developed, comprising an elaborate cross
country railways network, extensive road
linkages reinforced by motorways and
highways, seaports, airports and dry ports.
A fully developed export processing zone
has been operating in Karachi since the
early 1980s
17
18. Pakistan…Infrastructure……….Continued
Three new export processing zones are being
established in Sialkot, Risalpur and Saindak
There are 72 industrial estates and three special
industrial zones in the country
The country is fast exploring the brave new world
of information technology and keenly assimilating
the requirements of e-government and e-
commerce
Source: Mr. Yasin Tahir, Joint Secretary (Investment and
Engineering), Ministry of Industries and Production, Islamabad
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20. Pakistan…….Automobile Industry
The existing population of automotive vehicles in
Pakistan is 3.9 million
The annual demand is estimated at 300,000
2/3 of demand is being met from local sources
and imports and the remaining one third is left
unmet
The market value of automotive vehicles in terms
of US$ is estimated at more than 1 billion
Import constitutes around US$ 200 million
Source: Pakistan Automotive Manufacturers
Association 2001-2002
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22. Pakistan…….Automobile Industry
The demand in the auto sector in Pakistan is
skewed towards small cars. Due to this
trend Pak Suzuki Motors enjoys a
monopoly in the small-car market.
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27. Pakistan…….Automobile Industry
Product characteristics
As the production of automotive vehicles is based
on foreign joint ventures of Japanese,
Korean and European origin, the product quality is
of international standard. The quality standards
being followed are mainly:
i) Japan Industrial Standards (JIS).
ii) Society of Automotive Engineers,
United States, (SAE)
iii) International Standards Organization
(ISO)
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29. Pakistan…….Automobile Industry
The prices of locally manufactured
automotive vehicles are generally less than
the landed cost of imported vehicles
In the domestic market the profit margins
are estimated at 10 % to 20 % of return on
equity (ROE)
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31. Govt. Investment Policy
Liberalized Investment Policy
No Upper Limit for Foreign Equity
No restriction on remittance of Profits, dividends,
payment of royalty and Technical fee etc.
Promoting Joint ventures, Co-Manufacturing and Co-
Exporting and technology tie-ups
Abundant Land and Natural Resources
Vast Human Resources
Growing Domestic Market
Well established Infrastructure
Strategic Geographical Location
Source: Ministry of Industries and Production, Islamabad, 2001-
02 31
32. Mode of entry in Pakistan
The mode of entry of Ford Motors
Company in Pakistan will be the Foreign
Direct Investment (FDI).
Following are the main advantages of FDI:
32
33. Advantages of FDI……...To Pakistan
Foreign Direct Investment will be increased in Pakistan.
Decrease in Unemployment
Improvement in Foreign Exchange Reserves
Local resources will be used in other productive industries
Transfer of new Technology
Customers can get the product of international level which
may not be possible in Licensing or Franchising.
Increase in Growth Rate of GDP
Helpful in boosting the Local Stock Market Index
Source: Economist Intelligence Unit's 2001
33
34. Advantages of FDI...…...To Company
10 to 20% Return on Equity
Cheap Labor and infrastructure as Compared with other
Countries
A vast Market around the country
Decrease in Production Cost
Foreigners are allowed to open FX deposit Account in
local banks
FX bearer certificates are Discounted
Free from heavy excise duties
Source: "Economic Performance during 1999-2002," Ministry of Finance, Government
of Pakistan
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35. Political Effect on Investment in
Pakistan
Unstable Political System
Unstable tariff and taxes policy
Rapid change in Govt.
Reshaping the Foreign Policy
Politically federal countries attract higher levels of
FDI
Lack of Consensus on Federalism affect
Macroeconomic Performance
Source: Nathan M. Jensen, 2006
35
37. Model Introduced……….Continued
Production 2006—present
Assembly Muridke, Pakistan
Predecessor Ford Contour
Ford Taurus
Class Mid-size
Body style 4-door sedan
Platform Ford CD3 platform
Engine 2.3 L Duratec 23 I4
3.0 L Duratec 30 V6
Transmission: 6-speed Aisin automatic
5-speed Mazda manual
5-speed Mazda automatic
37
38. Model Introduced……….Continued
Wheelbase 107.40 in.
Length 190.20 in.
Width 72.20 in.
Height 57.20 in.
Win Total Quality Award in America
30000 units sale in America in 1st Quarter of 2006
Source: Motor Trend magazine, (September 2006)
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40. International Competitors
Similar Brands
Chevrolet Malibu
Honda Accord
Mitsubishi Galant
Toyota Camry
Honda Accord is only the local competitor
in Pakistan
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41. Comparison with Competitors
Features Ford Chevrole Toyota Honda
Fusion t Malibu Camry Accord
2007 2007 2007 2007
Base Price $18,155 $18,155 $20,775 $20,925
Destination $700 $650 $620 $595
Charge
Total $18,855 $19,380 $22,745 $21,520
Equipped
Price
41
42. Comparison with Competitors
Features Ford Chevrole Toyota Honda
Fusion t Malibu Camry Accord
2007 2007 2007 2007
Standard 5 5 5 5
Seating
Manual Air
Standard Standard Standard Standard
Conditioning
Manual 5-Speed Manual
Transmission With
Not Available Not Available Not Available
Transmissi Overdrive
on (Standard)
42
43. Comparison with Competitors
Features Ford Chevrole Toyota Honda
Fusion t Malibu Camry Accord
2007 2007 2007 2007
CD Player Standard Standard Standard Standard
Power
Windows Standard Standard Standard Standard
Power Door Standard Standard Standard Standard
Locks
43
44. Comparison with Competitors
Features Ford Chevrole Toyota Honda
Fusion t Malibu Camry Accord
2007 2007 2007 2007
Premium AM/FM AM/FM Radio AM/FM Radio
AM/FM Radio With 6 With Seek, Scan, With 160-Watts
AM/FM Radio
With 120-Watts
Speakers Total; 6- Speed Sensitive and 6 Speakers
Radio Disc CD Changer; Volume and 6 Total; CD Player;
and 6 Speakers
Total; CD
MP3 Player Speakers Total; MP3/WMA
CD Player Player
(Standard) Player (Standard)
(Standard) (Standard)
Horsepower 144@5600 158@6000 166@5800
@ RPM 160@6250
44
45. Comparison with Competitors
Features Ford Chevrole Toyota Honda
Fusion t Malibu Camry Accord
2007 2007 2007 2007
Rear Independent Independent Independent Independent
Suspension
Torque @ 156@4250 155@4000 161@4000 160@4000
RPM
Brakes (Rear) Disc Drum Disc Drum
45
46. Comparison with Competitors
Features Ford Chevrolet Toyota Honda
Fusion Malibu Camry Accord
2007 2007 2007 2007
Driveline Front Wheel Front Wheel Front Wheel Front Wheel
Drive Drive Drive Drive
Fuel Economy 23 24 24 24
City (mpg)
Fuel Economy 31 34 33 34
Highway
(mpg)
46
47. Comparison with Competitors
Features Ford Chevrolet Toyota Honda
Fusion Malibu Camry Accord
2007 2007 2007 2007
Wheelbase 107.4 106.3 109.3 107.9
(in.)
Front Head 38.7 39.9 38.8 40.4
Room (in.)
Front Leg 42.3 41.9 41.7 42.6
Room (in.)
47
48. Comparison with Competitors
Features Ford Chevrolet Toyota Honda
Fusion Malibu Camry Accord
2007 2007 2007 2007
Basic
(Miles) 36000 36000 36000 36000
Powertrain
(Months) 60 60 60 60
Powertrain 60000 100000 60000 60000
(Miles)
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49. Marketing Strategy
Target Market
Individuals having income level Rs. 100,000 and More which
includes:
• Industrialist
• Businessmen
• Bureaucrats
• High Profile Gentry
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