Today, Ford has become a major force in the automotive industry in Thailand "The Detroit of Asia", and Ford intends to boost production further to grow its business and to achieve maximum customer satisfaction. However the beginning was not so smooth.
In 1960 Ford was first established in Thailand. At that time, the Thai Motor Industry Company was formed as a joint venture between Anglo-Thai Motors and Ford U.K. and this company rapidly began assembly operations. Later in 1973 the joint venture was incorporated as a wholly owned subsidiary, Ford Thailand. However, the company decided to cease operations in 1976.
With typical determination, Ford re-entered the Thai market in 1995 with the formation of the Auto Alliance Co., Ltd. located in Rayong province. Auto Alliance is owned jointly by Ford (48 percent) Mazda (45 percent), KPN (2 percent) and SMC (5 percent). The facility represents a $500 million investment and produces Ford Ranger pick-up trucks and Mazda Fighter B-series.
Ford Sales & Service (Thailand) Co., Ltd. was founded in July 1996. It is administered by US Ford Motor which holds 100% of its shares. This company is responsible for all Ford marketing activities in Thailand controlling nationwide sales distribution. This enables Ford to study the demands of Thai consumers so that Thai owners can expect only the best performance from their Ford vehicle. Only highly qualified leaders are appointed to be Ford Sales & Service Dealers in Thailand to achieve the company goal of complete consumer satisfaction.
In July 1998, Auto Alliance (Thailand) launched Ford Ranger at a new facility in Rayong province. Annual production for this vehicle was planned for 130,000 units comprising 100,000 assembled vehicles and 30,000 component hits for export to other assembly locations.
Looking ahead, Ford Thailand will continue with its historic innovative record with constant investment and positive contribution to environmental care. Ford is a world pioneer in gasohol technology and the company in Thailand is working hard to introduce that technology in Thailand in the future for the benefit of car owners.
Ford has invested over $500 million in three new companies in Thailand.
Copyright © 2008 CCC (Thailand). All rights reserved.