New Ford ASEAN Chief Focused on Maintaining Growth

BANGKOK – Barely a week after taking over as president-Association of Southeast Asian Nations for Ford, Matt Bradley is on hand for the auto maker’s launch of the all-new Focus being built at its recently opened Ford Thailand Manufacturing plant.

With the new Focus, Ford’s entry in the competitive C-segment here, the auto maker is looking to build on the success it has enjoyed with the B-segment Fiesta.

“The Fiesta has a 10% market share,” Bradley notes during the event in downtown Bangkok. He adds that the new Ranger pickup has generated 30,000 orders in the country so far, and “demand has exceeded even our own expectations.”

Combined, “these vehicles are driving record sales in Thailand” for Ford, Bradley says. “July marked a third consecutive month of sales records.”

The Focus, Fiesta and Ranger and the auto maker’s overall plan to introduce eight new vehicles into the ASEAN region made up the strategy of outgoing Ford ASEAN President Peter Fleet, who now serves as vice president-sales for Ford of Europe.

Bradley tells WardsAuto on the sidelines of the launch event that not only will he continue Fleet’s 8-model introduction program but he intends to accelerate it. Coming next is the EcoSport B-segment SUV; also in the works is a B-segment MPV, both of which are to be built alongside the new Focus at the Ford Thailand plant.

Bradley succeeded Fleet as head of Ford ASEAN after serving as vice president-sales, service and distribution for Ford Asia Pacific and Africa. He also has marketing and strategy experience with Ford as well as its Lincoln division.

The executive says he is “excited about the opportunity” to work toward Ford’s goals of high internal growth and boosting exports from its two Thai plants, the other being a joint venture with Mazda. Bradley also says he plans to continue the rapid expansion of Ford Thailand’s dealer network.