Ford unveils Edge in Nigeria despite slow market

Despite the economic slump, American multinational automaker, Ford, remains optimistic about Nigeria, as it launches its all-new Edge sport utility vehicle (SUV) in the face of a market shrink of about 65 per cent.

Unveiling the vehicle in Lagos through its Nigeria authorised dealer, Coscharis Motors, Ford President for Middle East & Africa, Jacques Brent, said the company remains committed to government’s National Automotive Industry Development Plan (NAIDP), and would continue to offer necessary support that would strengthen Ford’s footprints in the Nigerian market.

The NAIDP was designed by government in 2014, to facilitate the production of components and vehicles of international standard at competitive prices by the Nigerian automotive industry. Ford currently assembles its best selling Ranger in Lagos under the initiative.

Speaking on the slow pace of the nation’s economy, Brent said: “I really understand the situation of the Nigeria economy. I am also seeing the impact of that on the whole industry. The market is down 65 per cent. That is very challenging considering the high cost of money and rising inflation.

Nigeria’s economy is in “its worst possible time”, following declines significantly witnessed in the country’s Gross Domestic Product (GDP), which measures the quantum of economic activities over time, income, employment, manufacturing, and retail sales.

Despite the economic shortfall, Brent expressed optimism in the market, praising efforts made by Coscharis to invest in terms of dealerships, after-sales and spare parts.

“We have been very keen on continuing to launch vehicles into this particular market. Though the market is challenged but by and large, Nigerians look forward to buying Ford models and we would continue to bring technology and vehicle into the market to support requirements from the customers’ perspective,” he said.

President, Coscharis Group, Cosmas Maduka, said the company would not allow the economic downturn deny Ford lovers the opportunity of having latest models.

According to Maduka, the Edge comes in three variants – SE, SEL and Limited, all of which have striking designs and assert their presence on the road, either in motion or in parking position.

In terms of interior, the new Edge boasts of quality materials that offer comfort with convenience features, which include heated as well as cooled front seats and a panoramic roof on the high-spec models.

It has luxurious seating options, depending on model derivative, which include front and rear heated leather seats that enhance comfort in cold weather, and cooled front seats that offer relief to occupants on hot days by directing cold air from the climate system through perforations in the seat leather.

Pre-Collision Assist with Pedestrian Detection is unique to the car and it applies braking if a collision with another vehicle ahead is imminent, and is designed to detect people in or near the road ahead and automatically apply the brakes if a potential collision is detected.

It comes with the advanced 2.0-litre four-cylinder EcoBoost engine that uses a twin-scroll turbocharger to produce 245 horsepower and 275 lb.-ft. of torque.

The Ford Edge uses the latest powertrain technologies to deliver optimised fuel efficiency and CO2 emissions. There is the option of 3.5-litre Ti-VCT V6 engine with 280hp and 250 lb.-ft peak outputs.

Some of its safety features are the Blind Spot Information System; Traffic Sign Recognition; Lane Keeping Alert; Lane Keeping Aid and Driver Alert.

A fully configurable 3D digital instrument cluster allows drivers to personalise the information displays to their own preferences, while maintaining a simple, elegant appearance, Ford adds.