Mr. Ruchik Shah - General director Ford Vietnam - Developing new technologies with sustainable benefits for customers

In 2022, Ford Hai Duong factory celebrates 25 years of operation in Vietnam, Mr. Ruchik Shah - the new general director of Ford Vietnam accepted the position with a proud spirit. Because, this is the moment when he inherited the accomplishments of his predecessors, and continued to promote Ford’s core values after more than a century’s quarter of laying the foundation in Vietnam

CAN YOU BRIEFLY TELL US ABOUT FORD’S ACHIEVEMENTS IN VIETNAM OVER THE COURSE OF MORE THAN 25-YEAR OPERATION? 

In 1995 - only a very short time after Vietnam and the United States officially normalized relations, Ford Motor was one of the pioneering US enterprises investing in Vietnam. We built an assembly plant in Hai Duong City, and began operations in the fourth quarter of 1997, opening 25 years of continuous development and growth. The Ford factory in Hai Duong has constantly updated production lines, launching numerous product lines that establish Ford’s brand in Vietnam such as Trader, Transit, Ranger, Escape, Everest, Laser, Fiesta, Focus, Mondeo, EcoSport and Territory… Allied with that, it involves training local highly skilled human resources. 

In 2020, Ford Vietnam invested more than VND 2,000 billion to upgrade the Ford Hai Duong factory, increasing the capacity to 40,000 vehicles per year and 2 working shifts per day. The upgraded production line allows the Ford Hai Duong factory to assemble modern vehicles, such as the New Generation Ranger and Territory, and be ready for future product lines. Ford is proud to have nearly 300,000 Ford products of all kinds delivered to Vietnamese customers. Especially, the proportion of locally assembled vehicles has dominated with over 70% of Ford’s total sales volume in Vietnam, creating many jobs with more than 1,200 employees so far.

We are also always at the vanguard of the province’s social activities; particularly those related to sustainable education activities, environmental protection and raising the local community’s awareness of traffic safety. Ford Hai Duong is one of the first automobile manufacturers in Vietnam to achieve the quality certificates of ISO 9001, ISO 14001 & QS 9000 and ISO/TS16949 - 2002… At the same time, it also stands as one of the key factories of Ford Motor in the Asia Pacific region, always adhering to global manufacturing processes with the highest manufacturing quality.

COULD YOU KINDLY SHARE ABOUT THE CONNECTION BETWEEN FORD HAI DUONG FACTORY AND FORD + PLAN OF FORD MOTOR CORPORATION?

With the vision from the corporation’s Ford+ plan, Ford Vietnam will not stop being a business that only sells automobiles products, but also accompanies customers throughout the entire process of using their vehicles. In parallel, it is the development of new technologies, enrichment of the ownership experience and sustainable benefits for customers in the future. Ford+ marks a new journey in the relationship with Ford’s customers, and Ford Hai Duong factory will play an extremely integral part. This is the place where quality products are created to embark customers, on the journey with Ford.

IT IS KNOWN THAT IN 2022, FORD HAS INTRODUCED 5 NEW PRODUCTS. IN ONLY THE FIRST 3 MONTHS OF 2023, FORD ALSO INTRODUCED 2 PRODUCTS… 

Last year, there were 5 products launched with great success and were all highly significant to Ford Vietnam. This demonstrates Vietnam’s long-term  strategy in sustainable development when launching suitable products, as well as having a new approach to customers to maintain its position in the market. In the first quarter of 2023, Ford launched the Ford Everest Wildtrak - the highest version intended for exploration and adventure, and the New Generation Ford Ranger Raptor. This is the second generation of the high-performance, off-road vehicle, which remains a classdefining off-road flagship model of the popular Ranger pickup line-up.

We are extremely happy that Ranger has received a great deal of support and appreciation from customers in Vietnam. Ford owes this support thanks to its philosophy: to always understand customers and deliver the features and products they value most. Since its introduction in the Vietnamese market in 2018, Ranger Raptor has consistently been a product favored by customers, setting the standard of a product for off-road and high-performance enthusiasts. With the introduction of this new generation of vehicles, Ford will continue to strengthen its position, and a high level of market demand.

I CAN FEEL YOUR EXCITEMENT WHEN INTRODUCING THE NEW GENERATION RANGER RAPTOR, DON’T YOU? 

Not only me, with no doubt our customers will also be excited about the New Generation Ranger Raptor as well. The New Generation Ranger Raptor is a huge step forward compared to its predecessor. Specially built with a combination of sophisticated, premium suspension, smart technology and the efficient 2.0L Bi-Turbo engine, Ranger Raptor promises to take off-road enthusiasts to new heights. 

We wanted this Ranger Raptor to deliver the most intuitive, predictable and precise driving experience. Not only will it deliver more dynamic capability than before, but it’s also a lot more fun, engaging and confidence inspiring to drive more than ever. The Raptor holds the highest position in the Ranger line, for all off-road lovers, from the professionals to the inexperienced ones. Assistive technologies will help ensure the wide spectrum of Raptor riders. The Ranger line serves a variety of needs from work to home, especially focused on work. 

WHAT ARE THE OUTSTANDING ADVANTAGES OF THE NEW GENERATION RANGER RAPTOR, SIR?

The New Generation Ranger Raptor masters the terrain with 7 selectable driving modes combined with a suspension using FOX internal bypass shock absorbers; Drivers will confidently conquer all kinds of off-road terrain thanks to an advanced permanent four-wheel drive system with an all-new electronically controlled on-demand two-speed transfer case, combined with a rear locking differential. Matching the extreme capability of Ranger Raptor is an all-new design. The highlight of the pickup truck’s wide and horizontal appearance are the flared wheel arches, Ford truck DNA C-clamp headlamps, a bumper that’s separated from the grille and the iconic F-O-R-D lettering on the grille. In terms of interior, jet fighter-inspired sports front and rear seats that deliver support during high-speed cornering, a premium grade leather sports steering wheel with thumb swells, on-centre marking and cast magnesium paddle shifters will bring a special experience to customers. 

IN THE NEAR FUTURE, WILL FORD VIETNAM LAUNCH MANY OTHER NEW MODELS?

I’m hoping that customers will love and look forward to other Ford products in the near future. Having said that, we’re collaborating with our Ford colleagues globally as we continue to deliver on Ford+ Plan of Ford Motor in order to grow and create value from a combination of existing strengths, new capabilities and solid relationships with customers, to enrich the experience and enhance the loyalty of customers. 

MANY EXPERTS BELIEVE THAT VIETNAMESE AUTOMOBILE MARKET IS STILL BEING CHALLENGED BY THE GENERAL DIFFICULTY OF THE ECONOMY. IN YOUR OPINION, WILL FORD VIETNAM’S BUSINESS PLAN BE AFFECTED SIGNIFICANTLY IN THE NEAR FUTURE?

It is true that towards the end of 2022 and the beginning of this year, the automobile market still faces numerous significant challenges. However, recently, the economy has shown very good signs of recovery. As the government began to have solutions to overcome difficulties, the tourism industry also started to prosper again. With such optimistic signals, along with the consumer insight that always  wants the best - the best features, products and quickest launch in the market, we hope Ford’s sales plan will not be affected much and achieve its goal.

Thank you for your sharing

Saigon New Day

Từ khóa : Ruchik Shah, Tổng giám đốc Ford Việt Nam, lợi ích bền vững