The cash registers just won’t stop ringing with the success of EcoSport and Ford now understands that the company can achieve sustainable profits only in the volume segments. The American motor giant wants to reposition itself as a mainstream player being a brand for the masses in the country. The company saw a successful run ever since it launched the Figo hatchback in 2010. The car provided a value for money offering with space, comfort, performance being the quintessential family hatchback. Ford managed to replicate the success again last year with the EcoSport giving competition a run for their money.
Ford was mainly known to make capable but expensive products, a major reason why buyers would shy away from the company. Ford’s new products come from the ‘One Ford’ strategy which is to get world class products that are relatively easy to maintain and live with on a day-to-day basis. The focus is on technology and design to reduce the cost of ownership of its products. Ford is seeing a huge potential in the rural and semi-rural market, where it still needs to penetrate as a mainstream manufacturer. A market Maruti Suzuki and Tata Motors have ruled the roost for decades.
The key for Ford is to find newer markets where unlike urban markets, brand awareness is limited. The company is also said to be working on brand awareness with outdoor and digital media to connect with the customers and show that its products are affordable. At present the company’s main focus will be the A and B segment cars, where the volumes are, and are betting big on the Figo saloon to replicate the success of its siblings when launched next year. The company also has plans to bring its luxury brand Lincoln to the country, but only after it has established brand Ford as a mainstream car manufacturer.
