The new Ford Focus is displayed during the opening of the Shanghai Auto Show April 19, 2011. Global auto makers and their Chinese partners are rolling out dedicated local brands and targeting buyers in smaller towns and cities as growth in the world's largest auto market slows from its breakneck pace.[Agencies]

SHANGHAI - US automaker Ford plans to introduce 15 new models in China by 2015, part of an initiative to gain market share in the world's biggest automotive market, the Ford Motor company and its Chinese partner Chang'an Ford Mazda announced at the 2011 Shanghai auto show.

"This plan reinforces our commitment to offer a full range of vehicles to new car buyers in China, the world's biggest and most exiting auto market," said Joe Hinrichs, president of Ford Asia Pacific and Africa, as well as chairman and CEO of Ford China.

"The new nameplates will significantly strengthen Ford's penetration in existing segments and drive new growth in others," Hinriches explained.

The 15 new models are part of Ford's plans to introduce 50 new products and powertrains to the Asia Pacific and Africa region in the next four years," Hinrichs added.

"I have been working for Ford for 35 years, and I've never seen such an aggressive plan before," said Richard Baker, deputy general manager of Chang'an Ford Mazda.

The first of the 15 new vehicles will be the all new Ford Focus, and the next-generation Ford Kuga will also be built and sold in China.

Green vision

Ford also unveils its latest new energy technologies in Asia for the first time at the show.

Designed to give Asian drivers real fuel-saving alternatives in the future, the technologies will be showcased in the all-new Focus Electric, Ford's first fully electric-powered passenger car; Ford C-MAX Energi, the company's first plug-in hybrid electric vehicle; and the new Ford Fusion Hybrid.

This trio of vehicles brilliantly illustrates the trend-setting technologies Ford is developing to transform its product range for a high-tech, fuel-efficient future, said the company.

"Auto Shanghai 2011 is a terrific platform to showcase Ford's latest products and technologies to our dealers and wonderful customers, and this year, we will unveil the types of energy efficient vehicles and technologies that Ford has planned for the future," said Hinrichs.

More Ford innovation and leading edge design will be seen in the Ford Vertrek concept on display, which represents Ford's futuristic vision of a sleek, sporty and stylish compact SUV.

More highlight

China is an increasingly crucial market for Ford, according to Marin Burela, president of Ford's Chinese joint venture Chang'an Ford Mazda.

Over the past decade, the country contributed 70 percent of the carmaker's Asia-Pacific sales.

In recent years, Ford has shown a steady performance in the country with sales increasing at annual rate of 30 percent, said Burela, slightly higher than the overall average.

In 2010, Ford did "exceptionally well," in China with 40 percent growth over the previous year, noted Burela.

Sales of its popular Focus model grew 22 percent in 2010 while its Fiesta model surged 59 percent from 2009.

The Mondeo 2011 version has already sold 7,000 units since it first hit the Chinese market in mid-March.

However, the company's "One Ford" strategy focuses more on "sustainable growth" rather than just higher sales figures, according to Jim Farley, vice-president for marketing and communications at Ford Group.

"We don't want to pick winners and losers," he said, noting the company strives to achieve a balance in its global market.

Chang'an Ford Mazda President Marin Burela said the "One Ford" approach provides resources when needed and "brings the right cars to the right markets at the right time".

The joint venture president said the core spirit of the strategy is to build cars for the needs of customers from all segments.

Ford now has an R&D center in Nanjing where more than 500 engineers - 95 percent of them locals - work to fit the carmaker's cutting-edge technologies to consumer demands in the country.

"The upcoming five to 10 years will be an incredible time for Ford," Burela said.

China Daily