Ford Motor Company of Southern Africa has marked its 100th year in the country with the release of a corporate manifesto that reaffirms its commitment to local manufacturing, skills development, and policy reform. The document, unveiled by Africa Operations President Neale Hill, signals a shift from commemorating the past to shaping the next phase of the company’s role in the domestic economy.
Hill described the manifesto as a deliberate statement of intent, rather than a commemorative exercise.
“When you reach a milestone, the tendency is to look back. But that is not what the economy or the automotive sector needs right now,” he said. “We are facing significant changes, and our focus must be on clarity about the future.”
The company has called on government, industry bodies, and other stakeholders to collaborate on creating conditions that allow local manufacturers to compete effectively against imported vehicles. Hill noted that while many companies position themselves as invested corporate citizens, few have a track record spanning generations.
“This is not a marketing exercise. It is a signal that we are moving from a moment of celebration to a sustained focus on national momentum,” he said.
Policy Concerns and Competitive Balance
Beyond its symbolic value, the manifesto carries a clear policy message. Ford has raised concerns about the structural advantages enjoyed by importers who do not carry the same capital, employment, or skills development obligations as local producers. Hill stressed that the company has long functioned as more than a manufacturer, describing Ford as a builder of industry capability, community infrastructure, and national skills.
“We will continue to invest, build, and employ. But we also need policy and regulatory conditions that allow us to compete fairly,” he added. The company is advocating for the continued refinement of programmes such as the second phase of the Automotive Production and Development Programme (APDP2) to ensure that investors are not placed at a disadvantage relative to those who do not share the same level of commitment to South Africa.
Hill emphasised that the push for fairness is not about protectionism. “It is about protecting the substantial investments already made in this country, and those still to come, from being undermined by uneven operating realities,” he said.
A Call for Collective Action
Ford has extended an invitation to policymakers, industry partners, and fellow manufacturers to support a regulatory framework that encourages local industrialisation, safeguards existing investment, and fosters continued growth. The company believes that a balanced playing field benefits not only manufacturers but also the hundreds of thousands of South Africans whose livelihoods depend on a stable automotive sector.
The manifesto will be distributed across brand, dealer, and internal communications channels. It forms part of Ford’s broader strategy to reinforce its long-term commitment to local production, export growth, and community investment. According to Hill, the document represents the company’s clearest public pledge to build on its century-long heritage while advocating for an industry that remains competitive, sustainable, and rooted in South African capability.
