Why Ford is getting into the boat business

Ford has resorted to putting Ranger and Everest models into shipping containers as that allows for faster unloading in certain situations and at particular ports.

Ford has inked a three-year lease for exclusive use of the Grand Quest, a vehicle-carrier ship that can transport up to 2600 cars at a time

Selling enough new models isn’t the problem for car companies in Australia, making sure they can actually deliver them to customers is.

The global supply chain continues to recover after the COVID-19 pandemic, particularly shipping logistics. Which is why Ford Australia has taken the radical decision to sign a lease on its own container ship.

Ford has inked a three-year lease for exclusive use of the Grand Quest, a vehicle-carrier ship that can transport up to 2600 cars at a time.

The company will use the ship to cut waiting times for customers by running a direct and regular supply of Ranger utes and Everest SUVs from the Thailand factory to Australian docks.

Ford Australia President and CEO Andrew Birkic said that taking this radical step would cut waiting times for customers who had ordered either of its most popular models.

“We are investing significantly in tackling the ongoing supply chain issues head-on, with a focus on ensuring customer cars are delivered as quickly as possible,” Birkic said.

“Securing an exclusive three-year lease of the Grand Quest will allow Ford Australia to deliver more vehicles to both Australia and New Zealand as we continue to face unprecedented levels of demand.”

According to the latest update on Ford’s website, supply for selected Ranger and Everest models is “extended”, without revealing more detailed timing. It’s believed some models ordered today could take more than nine months to be delivered.

It’s not the only effort Ford is making to try and cut waiting times and get more cars into Australia quicker. The company is also chartering individual container ships when needed for specific trips and has even taken the step of changing the way the cars are shipped.

Typically cars are transported on ‘drive-on, drive-off’ vehicle-carrier ships, but Ford has resorted to putting Ranger and Everest models into shipping containers as that allows for faster unloading in certain situations and at particular ports.

“In a time of great logistical uncertainty, taking the initiative to lease our own ship gives Ford the ability to determine shipping routes and volumes by port, allowing us greater control in very challenging conditions,” explained Iris Moreno, Vehicle Logistics Manager, Ford Australia.

Ensuring enough supply of the Ranger and Everest is critical to Ford Australia’s fortunes, as the pair make up more than 85 per cent of the brand’s total sales in the market. The investment in the exclusive lease on the Grand Quest will not only cut waiting times but helps secure the brand’s short-term future.