After a century in South Africa, Ford is looking ahead with a powerful new manifesto and a beautiful visual love letter to the country.
South Africa (02 September 2026) – Over the past century, Ford has had a firm spot in the hearts and lives of South Africans. Now, they are setting their sights on the next century, committing to South Africans. The best part is, they have created a visual love letter to mark their latest commitment.
From the early days to today, Ford has committed to developing South African skills and manufacturing capability, with vehicles produced here in South Africa reaching more than 100 markets around the world.
The company’s bold new corporate manifesto solidifies its place here in South Africa, championing the crucial role it plays in the country’s future of industrialisation. This role extends to its customers and dealers.
However, their manifesto is also a challenge to all industry role players and government to join them. Neale Hill, President of Ford Motor Company, Africa Operations, shares insights into the vision for the next century.
“Today we draw a line in the sand. We’re declaring that the intention for our second century in South Africa is to be an unwavering champion of industry and industrialisation as drivers of shared value. We call on government, industry bodies and stakeholders to come together to ensure local automotive manufacturing can compete on a fair, strong and level playing field domestically and globally.”
“We’re fully aware that when you mark a milestone moment, the instinct can be to look backwards. But looking backwards isn’t what is needed for our economy and the future of South Africa’s automotive industry. As we face one of the most existential shifts in our lifetime, we know that we must move beyond simply honouring the past, to focusing on driving absolute clarity about our vision for the future.”
“Many companies can claim to be invested corporate citizens, but few can back this up with proven actions that cut across generations. This manifesto is not a ‘marketing moment’; it’s a purposeful signal from Ford that we’re shifting from being focused on a milestone to an absolute and sustained focus on driving national momentum. We’re making the strongest promise we can as the oldest OEM in our country.”
Beyond the corporate manifesto is the most beautiful visual love letter to South Africa. We got goosebumps watching the new corporate video; take a look below.
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“Ford South Africa has never simply been a manufacturer operating within this country, we are, and have always been, a builder of industry, of skills, of communities and of national capability,”
“This manifesto is our declaration to South Africa: we will continue to invest, to build and to employ. Equally we will continue to support the need for policy and regulatory conditions that allow local manufacturers to compete fairly against those who simply import vehicles into this market”.
The next century will be filled with collaborative efforts, calling on government, industry bodies and stakeholders to work together for the future of the industry. They are calling on the development of programmes such as the second phase of the Automotive Production and Development Programme (APDP2), which will see that companies who invest capital, create jobs and build local skills are not placed at a structural disadvantage to those who do not share the same commitment to South Africa.
“We are actively engaged in these discussions, because the future of this industry – and the hundreds of thousands of livelihoods that depend on it. This relies on getting this balance right,” said Hill. “This is not about protectionism for its own sake. It is about ensuring that the enormous investments already made in this country, and the investments still to come, are not undermined by uneven operating realities.”
Ford believes that a fair and level playing field is not only good for manufacturers; it is essential for the millions of South Africans whose livelihoods, directly and indirectly, depend on a thriving local automotive industry.
“The manifesto will roll out across brand, dealer and internal communications channels, reinforcing Ford South Africa’s broader commitment to local manufacturing, export growth and community investment. It is the most visible commitment we can make that says Ford South Africa remains committed to building on its century-long legacy, and to being a vocal, active and consistent advocate for an automotive industry that is strong, competitive and built to last in South Africa, for South Africa and built by South African hands,” said Hill.
With South Africa at its heart, the second century at Ford is set to be a good one!
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