Ford to use Thailand production base to expand in ASEAN

“Southeast Asia is a very important market for us with a large population and rising income. We see the ASEAN market growing substantially over the next decade,” says Joe Hinrichs, chief of Asian operations for the Ford Motor Co. Eight new products, including a new Ford Ranger pick-up truck will be launched over the next five years and Thailand will be the production base for this expansion. The company has invested US$450 million to build a factory in Thailand to produce the Ford Focus and will follow with other models. The President of Ford ASEAN, Peter Fleet, states that Ford had invested substantially in using Thailand as its production base. Currently Ford holds a 1.7% share of the automotive market in Thailand, with 15,365 cars sold last year. Ford aims to expand its market share in the ASEAN (Association of Southeast Asian Nations), which is comprised of 10 countries, from its current 3% market share. (March 24, 2011)