Inside Ford Iraq’s SUV Strategy

A Conversation with Yaser Abdulkareem, Marketing Manager – Ford Iraq

As Iraq’s automotive market continues to evolve, brands are competing not only on product strength—but on ownership experience, transparency, and long-term value.

In this edition of Inside the Industry, iQ Cars speaks with Yaser Abdulkareem, Marketing Manager of Ford Iraq, about market positioning, customer behavior shifts, electrification, and the future of SUVs and trucks in Iraq.

1. Brand Position in Iraq

How do you currently see Ford’s position in the Iraqi market, particularly across SUVs, trucks, and performance-focused vehicles?

Ford in Iraq is positioned as a trusted SUV and truck brand with a balanced mix of capability and premium ownership. In 2025, we delivered approximately 2,012 units, representing around 1.26% of the 159,181-unit market. Our performance was driven mainly by SUVs and trucks—especially the Territory (1,376 units), followed by Everest (279), Ranger (189), and F-150 (138).

2. Ford’s Regional Strength

Ford has maintained strong presence in the Middle East for decades. What makes the brand consistently relevant across different market cycles?

Ford’s relevance comes from adaptability. The brand balances global engineering strength with regional understanding. Across cycles, what remains consistent is capability, durability, and product evolution—especially in SUVs and trucks, which continue to dominate demand in this region.

3. Customer Profile Evolution

How has the typical Ford customer in Iraq changed over the past few years, especially with younger buyers entering the market?

We’re seeing a younger, more informed buyer. Customers compare aggressively online, ask deeper questions about warranty, servicing, and resale value, and expect technology and safety features as standard—not optional extras. While presence and capability remain important, buyers increasingly value a smoother daily ownership experience.

4. Trucks & SUV Demand

How important are pickup trucks and large SUVs to Ford’s strategy in Iraq compared to other vehicle segments?

They’re not a trend—they’re a practical choice. SUVs represent approximately 71% of total market demand. Volume is highly concentrated; for example, the Territory accounted for nearly 68% of one brand’s mix. Iraqi buyers prioritize size, road presence, and everyday versatility.

5. Performance vs Practicality

Ford is known for combining performance with daily usability. How do you balance emotional brand appeal with practical ownership needs?

In Iraq, performance alone doesn’t win—but capability you can live with does. Customers want emotional appeal—design, presence, confidence—but decisions are grounded in fuel costs, maintenance, warranty credibility, and resale value. The brands that balance emotion and practicality build loyalty—not just transactions.

6. Technology & Safety Messaging

How important are advanced safety systems, driver assistance, and connectivity features in your marketing communication today?

Safety and connectivity are now decision drivers. A few years ago, some vehicles in the market did not even include airbags as standard. Today, customers actively ask how many airbags a vehicle has and increasingly expect driver-assistance features. Marketing must shift from listing features to explaining real-life impact—especially how it protects drivers and families.

7. Electrification Strategy

With Ford expanding its global electrification roadmap, how do you see electrified vehicles fitting into markets like Iraq in the near to mid-term?

Electrification will grow in Iraq—but in stages. Full EV adoption remains early due to charging infrastructure and power supply challenges. The market is leaning more toward HEVs and PHEVs. The challenge is increasingly commercial, not technical—particularly with grey imports creating a 20–30% price gap versus official dealer pricing. Education, after-sales readiness, and transparency will be critical.

8. After-Sales & Ownership Experience

How important is after-sales support and parts availability in maintaining Ford customer loyalty in Iraq?

After-sales is where long-term trust is built. Customers remember what happens after delivery—parts availability, service speed, transparency, and warranty support. Ford maintains an 89% parts fill-rate and over 95% customer retention, supported by our free service program. In a market with grey imports, ownership experience remains our strongest competitive advantage.

9. Digital Customer Journey

How are digital platforms and online automotive marketplaces like iQ Cars changing how customers discover and evaluate Ford vehicles?

The process has shifted from showroom-first to research-first. Customers now compare specifications, pricing, and features before visiting a dealership. Platforms like iQ Cars increase transparency and speed, so our focus is high-quality listings, rapid lead response, and a smooth path from online inquiry to test drive.

10. Future Outlook

Looking ahead, what is Ford’s long-term vision for strengthening its presence and market share in Iraq?

Our long-term vision focuses on three pillars:

1. Strengthening SUV and truck leadership
2. Elevating ownership experience
3. Improving digital lead-to-sale conversion

With +33% growth versus the comparison period, we aim to scale sustainably—expanding heavy SUV share with the all-new Expedition and further strengthening pickup leadership with the Ford Ranger.

Closing Perspective

As Iraq’s automotive market grows increasingly competitive, brands like Ford continue to balance global innovation with local market realities. From performance-driven SUVs to long-term ownership value, strategy today requires both adaptability and consistency.

We thank Mr. Yaser Abdulkareem for sharing his insights with iQ Cars.

To explore Ford vehicles currently available in Iraq, visit www.iqcars.net.