Sales of Ford vehicles in T&T have been increasing despite the downturn in the local economy, says Jimmy Boissiere, general manager of McEnearney Motors.He spoke about the health of the brand at the recent launch of new models–the 2016 Ford Everest, Ranger and Fusion at the dealership's Charles Street, Port-of-Spain, headquarters.
"The Ford brand is a desired brand. A lot of our pick-ups are the desired pick-ups in the industry. In the marketplace everyone gravitates to a Ford Ranger," he said.
"The Ranger is the heaviest duty payload pick-up on the market. Besides the consumers on that end being satisfied, we are now looking more at diversifying the Ford range, so as the consumers adjust to the reality of the economy, they have options at Ford to suit their pockets," Boissiere said.
"We are building a brand. We are building the options. The consumer has choices with Ford. Undoubtedly, the economy is adjusting and the consumers' buying power is going to adjust to a new reality. We have to position ourselves so that we have choices the consumers can look at and make a good choice with Ford."
McEnearney Motors is a division of Ansa Automotive in the ANSA McAL Group.
Boissiere said long before the economy took a negative turn, the ANSA McAL Group developed a package to make it easier on new car owners, reducing their monthly payments on products and services crucial to the upkeep, safety and compliance of their vehicles on the nation's roads.
"One of the things ANSA McAL pioneered–and we are still number one in–is providing the consumer with an in-one package where your service, your insurance, your finance...everything is in one package. So it works for the consumer in that for five years, you don't have to look for insurance, for five years you don't have to look for service. So it certainly helps the consumer. Everything is financed through ANSA Merchant Bank," he said
Boissiere describes the market's response to the new Ford models as exciting.
"The Everest is a beautiful vehicle, solid on the high end of the SUV side, but there is a market for it and we are seeing that with our customers. We have done exceedingly well so far, and the interest we have seen, we are very encouraged by it. A more mature customer, but professional, who understands value for money was driving the Everest out of the showroom," he said.
