In continent of Africa, ford vehicles have been frequently used especially in South African. Market was successfully captured where company’s Pick-ups and Mazdas were felt convenient to be used. Company enjoyed a considerable hegemony on South Africa while importing kits from Canada and assembling it on its facility in Port Elizabeth. This monopoly remained till 1988 when worldwide condemnation of apartheid took place. Company divested from South Africa and sold its stake in Samcor with a permission to continue using brand name but low-quality Mazda production forced company to purchase 45 per cent stake after demise of apartheid in 1994. Company once again enjoys sole supremacy in South African market.