For 100 years, Ford has serviced the people of South Africa and has been responsible for a number of historical firsts. We take a look at the storied history of the company locally and point out some of these key moments to help the brand celebrate its centenary.
A Centenary of South African Achievements
When one talks about globally recognised brands few can stand shoulder to shoulder with Ford. The humble company started in 1903 by Henry Ford now stands as one of the most iconic automotive brands in the world, with global operations raking in billions in revenue. In the early 1900s Ford recognised the significance of having operations on the African continent and appointed Arkell & Douglas in Port Elizabeth as the company’s agents in the country for the distribution and sale of Ford cars within the local market and began a journey that would span over a hundred years.
The immense success of the Model T and global demand cemented Ford plans to begin assembling vehicles in South Africa at their very own plant, the beginning of a relationship between South Africans and the iconic global brand. So much has happened since those early days, so to help Ford celebrate their 100 years in SA, we took a stroll down memory lane and picked out 10 moments in the company’s history that have symbolised the brand’s achievements in the country. Strap in and be prepared for a rollercoaster of facts and figures that is sure to give you a better appreciation for what Ford and South Africa have achieved.
1. 100 Years in SA
In November 1923, Ford Motor Company of South Africa was founded in Port Elizabeth (now Gqeberha). It operated as a subsidiary of Ford of Canada, strategically leveraging the city’s well-established sea, rail and road links. Work began immediately on converting an old wool store on Grahamstown Road. Assembly operations began on 19 January 1924 at a planned rate of 10 cars per day, and the first locally produced models went on sale in March of that year. The company had 21 office staff along with 70 people in the assembly plant, and it turned out 1 446 vehicles in the first 12 months. Ford dominated the SA market during those fascinating formative years, with government records at the end of 1925 reflecting 18 118 licensed Fords in the country, nearly three times its nearest competitor. By the end of 1926, Ford began offering its vehicles in colours beyond the archetypal black, including options like ‘deep mole’ and ‘dark green’.
2. Engine builder
In October 1963, Ford announced a landmark R8-million investment in a dedicated engine manufacturing facility. Henry Ford II officially opened The Struandale Engine Plant in May 1964, making it the first motor company in South Africa to manufacture engines locally for passenger cars and trucks. The new plant employed 300 people and production commenced with the legendary 3.0-litre Essex V6 engine, which would become synonymous with fast Fords in the ensuing decades. Additionally, the plant produced the 1.7L and 2.0L V4 engines and the robust 1.3L and 1.6L Kent OHV crossflow engines.
3. Supplying the world
During World War II, most of the country’s manufacturing capacity was redirected to support the Allied campaign. The Ford plant played a significant role, producing almost 60 000 vehicles between 1939 and 1945, with 36 339 vehicles going to the Union Defence Force alone. Interestingly, one of the most important tasks carried out by Ford during this period was for the South African Air Force, specifically the repair of wings for Anson training aircraft. Post-war production resumed in June 1946, and Ford assembled 3 446 cars and 2 005 trucks during the year’s second half.
By 1947, Ford ramped up its expansion, as construction began on a new plant in the Neave Industrial Township. The new R2-million facility officially opened on 1 October 1948. It employed 1 100 people and occupied 50 000m2 of the 200 000m2 site. Notably, this facility became the largest plant under one roof in South Africa and boasted the largest window in Africa – a staggering 354 metres in length and seven metres in height.
In 1954, a modern administration block was incorporated into the plant at a cost of R1-million. The Neave plant produced many memorable cars such as the Fairlane, Zephyr, Zodiac, Anglia, Prefect, Consul, Escort, Granada, and the legendary two-door Capri. It also assembled Ford’s range of Thames and Louisville trucks and Fordson Major diesel tractors, with the passenger and commercial vehicles sold locally and exported across Sub-Saharan Africa.
4. Millions and millions
In 1976, Ford Motor Company of South Africa produced its one-millionth vehicle, affirming its continued status as one of the most significant players in the local automotive industry. With Port Elizabeth being the hub of the thriving vehicle manufacturing sector since the 1920s, it was commonly called the Detroit of South Africa. The two-millionth vehicle was produced in 1993. This milestone preempted Ford’s imminent return to South Africa post-1994. Ford South Africa produced its three-millionth vehicle in 2013, commemorating the historic moment during a memorable visit to the country by then Ford Motor Company president and CEO, Alan Mulally.
5. Pioneering spirit
During the 1960s Ford made significant investments in the domestic automotive sector, announcing a R4-million expansion initiative in 1962. This involved the construction of a Parts and Accessories Warehouse in Struandale, an extension of the Neave plant to accommodate an engine assembly line, and the development of a new test track. Ford’s extensive local testing, research and development was given a significant boost in 1966 when it purchased a 3 400-acre site, known as the farm Rietkuil, alongside the small St Alban’s Airport west of Port Elizabeth. A R2-million proving ground was built incorporating four test tracks of varying surfaces. In 1968, a purpose-designed Product Development and Engineering facility was established, which became the breeding ground for many local developments that were unique to South Africa. These included various iterations of the Cortina bakkie (pickup), and the Bantam bakkie introduced in 1983, which was the first vehicle to win the prestigious Shell Design Award.
6. Innovation while cut off
The late 70’s and 80’s were a dark time for South Africa, and we were essentially cut off from the rest of the world. Ford entered negotiations with Amcar (the successor to the Sigma Motor Corporation) and Anglo American. These discussions culminated in creating the South African Motor Corporation (SAMCOR) in January 1985, which took over Ford’s local manufacturing, distribution, and sales operations. Ford’s 40-percent stake in SAMCOR was ultimately transferred to a trust, which subsequently allocated a large portion of the shares to its black employees – an unprecedented move at the time.
This move led to all of Ford’s vehicle assembly operations in Port Elizabeth being relocated and consolidated at the SAMCOR plant in Silverton, east of Pretoria. The plant had previously formed part of Sigma, primarily functioning as a Chrysler plant, and then later transitioned into Amcar. The Struandale Engine Plant remained in Port Elizabeth, where it continues today.
Due to strict sanctions and isolation during the Apartheid era, Ford’s local engineers had to devise innovative solutions to keep the model range appealing and competitive. This pioneering culture gave rise to numerous legendary cars that have become highly prized and extremely valuable. These include the Cortina XR6 (including the limited-edition Interceptor and Team Ford – or TF – variants), the Sierra XR6, the later fuel-injected 3.0iRS Sierra and Sapphire models and, of course, the revered and rare Sierra XR8, which was limited to just 250 units and was powered by a Mustang-derived 5.0L V8.
7. A new dawn
In 1994, Ford acquired a 45-percent equity stake in SAMCOR from Anglo American, a significant move that showcased confidence in the country’s transition to democracy under the leadership of Nelson Mandela. In 1997, production of the Ford Fiesta commenced at the Silverton Assembly Plant. It earned the prestigious South African Car of the Year title a year later. 2000 represented several watershed moments as Ford attained full ownership of SAMCOR, acquiring 100-percent equity. Concurrently, it led to the establishment of the Ford Motor Company of Southern Africa (FMCSA). In that same year, the first-generation Ranger was unveiled, supplanting the Courier and reaffirming Ford’s position as a formidable contender in the light commercial vehicle segment. This marked the inception of the central nameplate that would define so much of the company’s future.
8. Diversify, then scale back
In 2016 Ford had a model available in almost every automotive segment from entry-level hatchbacks to performance hot hatches and executive sedans to sports cars. This spread their efforts thinly, and competition was only increasing globally. The decision was taken to scale back on its model offerings with Ford themselves deciding it was time to trim things back and concentrate on what made money. This meant that familiar favorites that South Africans had become used to such as the Bantam, Fiesta, Focus , Fusion and now EcoSport, would be discontinued to pave the way for an SUV and Bakkie lineup. The company streamlined its manufacturing portfolio, shifting away from diverse, low-volume products and brands to concentrate solely on the Ranger platform.
9. Investing in the future
In 2019, Ford embarked on a pioneering public-private partnership with national, local and provincial government entities to establish the Tshwane Automotive Special Economic Zone. This innovative supplier hub, located next to the Silverton plant, was the first of its kind in South Africa.
This laid the groundwork for creating thousands of job opportunities for surrounding communities, while playing a central role in Ford’s ability to significantly ramp up its production capacity. In 2021, Ford Motor Company invested an astonishing R16.8-billion to modernise and significantly expand its Silverton operations for the Next-Gen Ranger.
As the largest single investment in the automotive industry to date, this funding facilitated the complete overhaul of the Silverton Assembly Plant, incorporating state-of-the-art production technologies. It also led to the construction of Ford’s first on-site Stamping Plant, a high-tech new Body Shop, and the world’s only Ford-owned and operated Chassis Plant. In addition, this investment covered the latest tooling for Ford’s supplier companies. Crucially, this increased the installed capacity to 200 000 vehicles annually and created an additional 1 200 permanent jobs at the Silverton plant, bringing Ford’s workforce in South Africa to 5 500 employees. And Ford continues to make further incremental investments to enhance both vehicle quality and the working environment for its employees.
10. Ranger Domination
A total of 105 950 Rangers were sold in South Africa between 2000 and 2011, but Ford’s major investment in the subsequent model really pivoted the local operations on to the global stage. In 2010 Ford confirmed a massive R3.4-billion investment in South Africa for its global export programme. This initiative included the production of the new Ranger at the Silverton Assembly Plant and the component machining and assembly of the 2.2L and 3.2L Duratorq TDCi engines at the Struandale Engine Plant. The investment effectively more than doubled Ford’s local manufacturing capacity to 110 000 vehicles per year.
The new Ranger set completely new benchmarks for design, comfort, luxury, performance and safety. Notably, it marked another pioneering achievement for Ford by becoming the first pickup in history to achieve the coveted 5-Star Euro NCAP safety rating.
By 2018, Ford had invested R11-billion in the export-driven programme, with installed production capacity climbing to 168 000 vehicles per year. These investments included local manufacturing of the Everest SUV from 2016, significant updates to the local operations for producing the first-ever Ranger Raptor, and the installation of a new assembly line for the latest-generation 2.0L Single Turbo and Bi-Turbo diesel engines at the Struandale plant.
In Closing
Demand for the proudly South African-built Ranger continues to soar, far outstripping supply. This holds true within the local market and in more than 100 international markets that receive shipments of this vehicle from South Africa. With the Silverton plant designed to produce 720 vehicles per day over three shifts, the team has repeatedly exceeded that target. On 8 August this year, 736 vehicles emerged from the plant in 24 hours. As Ford builds up to its Centenary celebrations later this year, it provides a moment to pause and reflect on a truly remarkable history. This history includes a long list of iconic nameplates that have provided people with mobility for 100 years. It’s an opportunity to acknowledge the bold steps taken to reach new heights and highlight the significant industry firsts and records set along the way.
Keyword: Fords 100 years in South Africa - A centenary of South African achievements