Global Brand

SOUTH AFRICA

GLOBAL BRAND

South Africa

Take the Ford Mustang Mach-E brand global. Choose a country and think of three ideas that will introduce the Ford Mustang Mach-E to a new culture

Poverty in the country.

Nearly half the adult population of South Africa lives in poverty. According to the Department of Statistics in South Africa, they say that “Approximately half (49,2%) of the adult population were living below the upper-bound poverty line (UBPL).” which means that it could be hard to introduce a brand that is expensive to a population that might not have the means to afford something luxurious. Moreover, we need to look at the external factors like infrastructure, access to electricity, we have to remember that introducing EV means that we need to have a good infrastructure to be able to charge the cars.

The automotive market in South Africa.

South Africa’s automotive growth in 2020 is up in the direction and performance of global markets. South Africa’s main automotive partners are Germany, U.S, and Japan. Although, South Africa’s biggest domestic automotive industry in Germany. According to the international trade administration of the United States, their article South Africa country commercial guide Says that “ the Total automotive trade between South Africa and Germany amounted to $9.53 billion.” which actively demonstrates that this could be a competitive market for ford mustang Mach-e.

Specialty Equipment and Accessories.

Over the past nine years, accessorizing and improving vehicle performance has grown from a hobby to a full-fledged culture of fierce competition. In the race to individualize and distinguish their vehicles from others, enthusiasts are constantly looking for innovative and genuine specialty components and accessories, regardless of price. A constant need to distinguish and individualize vehicles creates opportunities for the U.S market.

Opportunities

South African specialty equipment and accessory wholesalers and retailers constantly seek to expand their product range and welcome opportunities to establish distributor/agent agreements with U.S. firms.

The market of Electric vehicles in South Africa

The market of EVs in South Africa does not enjoy the popularity as it does in Europe or the U.S, part of this reason is the cost. Moreover, other countries’ governments encourage people to purchase EV, whereas, in South Africa, the government does not incentivize people to buy EV’s making them way more expensive than oil cars. But it has not stopped the EV market. Carmakers like BMW, Jaguar, Porsche, Mini Cooper, Audi, Mercedez, have come up to the market with the EV, punting their emission-free models to eco-conscious South Africans.