Novel Ford Namibia is targeting a 20% share of the domestic vehicle market, driven by an expanded fleet strategy, dealership upgrades and closer alignment with Ford’s regional commercial vehicle programmes.
Novel Motor Company Namibia Managing Director Johan Pretorius said the growth push includes ongoing investment in infrastructure, a broader product range and deeper penetration in government, tourism and commercial fleet segments.
This he said, is being supported by developments within Ford’s regional manufacturing and fleet operations.
Pretorius said the Walvis Bay dealership is undergoing phased upgrades to align with Ford’s updated corporate identity while remaining fully operational.
“The Walvis Bay facility is an active operational site that will be upgraded to meet Ford’s new corporate identity. This includes interior, exterior and workshop improvements, as well as an enhanced customer interface. The total investment will be around N$7 million, which is a significant commitment for a port city,” he said.
He said the 20% market share target reflects combined performance across Novel’s brands, with Ford expected to lift its standalone share from about 12% to between 14% and 15% as fleet programmes gain traction.
Novel Motor Company Namibia represents a wide portfolio of vehicle brands in the local market, spanning passenger, commercial and premium segments. Its operations include Ford, Mazda, Jaguar, Land Rover, Volvo, Jetour, Omoda and Jaecoo, allowing the group to serve private, fleet and commercial customers across Namibia.
Pretorius said fleet sales are central to the group’s growth strategy, particularly as government spending shows signs of recovery and tourism demand continues to improve.
“Fleet is critically important for us, especially government, tourism and rental operators. We are seeing fleets of between 200 and 240 vehicles entering second and third buying cycles. That repeat business reflects confidence in the quality and durability of the Ford product,” he said.
He added that Ford vehicles are increasingly favoured by tourism operators due to their performance on gravel roads and reliability in demanding operating conditions, reinforcing the brand’s position in the sector.
Pretorius said recent additions to the Ford range, including extended cab models and smaller SUVs such as the Ford Territory, have opened up previously underserved segments and strengthened competitiveness across price points.
“Our approach is based on clear market segmentation and placing the right product in each segment. We are now active in areas where we previously had gaps in the line-up. The focus is on getting the product into the market so customers clearly understand what is available,” he said.
The local expansion is supported by Ford Motor Company’s broader investment in commercial fleet capacity across southern Africa, with Namibia benefiting from regional sales and servicing integration.
“Ford continues to expand its commercial fleet offerings in African markets, particularly in Southern Africa. These programmes support specialised conversions such as ambulances, emergency response units and mining vehicles. Namibia benefits directly from these regional fleet sales and servicing capabilities,” said Ashen Ramdhani, FCSD sales and field operations manager at Ford South Africa.
Ramdhani said Ford South Africa launched the Ford Pro Converter programme in May 2025, replacing the previous QVM initiative. The programme allows approved converters to modify Ranger, Everest and Transit models while retaining full factory warranties.
“The Ford Pro Converter programme enables vehicles to be converted into ambulances, dropside trucks, mobile clinics and other specialised units. It directly supports commercial and public sector fleet needs. Fleet deals already include the delivery of 100 new Transits to RAM Couriers in July 2025,” he said.
He added that the programme builds on Ford’s manufacturing investment at the Silverton Assembly Plant in Pretoria, which underpins vehicle supply to regional markets, including Namibia.
“Ford invested about R15.8 billion to modernise the Silverton plant for next-generation Ranger production. This included R10.3 billion in technology upgrades and new facilities, and R5.5 billion in supplier tooling. The investment created more than 1,200 jobs at Ford and around 10,000 jobs across the supplier network,” Ramdhani said.
Novel Ford currently operates more than 13 service centres nationwide, offering new, used and demo vehicles, parts and after-sales services. With major branches in Windhoek and Walvis Bay, the dealer network is positioned to support expanded fleet growth across Namibia.
