The Dark Horse gets its strategy right – Ford hits India with the right product

I like American cars, especially Ford. When I saw the Ford Escort around 1998, I was, let’s say, not so enthused. The Ikon was much better and the Mondeo was true Ford DNA; but Ford never could make a mark in the Indian market. Ford was never mass-market here and the only feeble effort was the launch of the Fusion in 2004. But like I discussed in an older post (look at the post at the bottom), the Fusion could never compete with the hatchback leaders in India.

But things are going to change for Ford in India and the B+ segment market here is in for some fresh competition from the Ford Figo. Ford, for the first time, understands the importance of the Indian automotive market and actually has a strategy. It took more than a decade, but finally, I feel Ford will see its market size grow in India from a puny 1.6% (volume).

I will not talk about the specifications as they have been discussed in many places, especially the Team-bhp review, which is all comprehensive. You can read it all here. My personal opinion is that two engine variants, 1.2 L petrol and 1.4 L diesel churning out 70 bhp and 68 bhp respectively are very decent options for the Indian buyers, though other OEMs have set a higher standards for power.

What I feel will make the Figo a hot-seller in India is its neat looks (no overambitious design experimentation like the Ritz, A-Star or the Beat), ample space in the car and most importantly the price. INR 4.5 lakh for the high-end petrol version and INR 5.3 lakh for the diesel variant places the Figo bang in the middle of the hottest selling hatches in India (the Swift and the i10). The mileages are impressive too. At 15.6 kmpl (petrol) and 20.0 kmpl (diesel), the Figo numbers are among the best offered in the country.

The improvements visible in the Figo are a step in the right direction for Ford; but it only means that Ford is catching up with Maruti, Hyundai and the other hatchback makers in India. What I really feel gives Figo the edge over competition is the fact that Ford has managed to pack its essence in a B-segment car in the true sense, namely, handling and the sheer driving pleasure. A Ford has always been a driver’s car. GM needs to pull its socks up.