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Ford India launched the all new Fiesta last year but sales of the car have not been near expectation. The company positioned the new Ford Fiesta as a premium offering in the upper end of the C-segment, offering many top end features standard across the range. India being a very price sensitive market did not take that too well and the sales figures are testimony to the same. Not everyone wants to buy a car with ABS and airbags, which are essential safety features standard on all Ford Fiesta variants.
“There is scope for reviewing our product prices as local market dynamics are changing so fast. While we continue to go strong on the Figo hatchback, prices of other products need to be rationalised in tune with new launches in the market and increased competition,” Nigel Wark, Director (Sales and Marketing), Ford India, said.
Now Ford India is planning to launch cheaper variants of the Fiesta sedan, which could lose some features to price it competitively. The company is also considering revision of prices as competition is intense and buyers are spoilt for choice. The Honda City, which was the segment leader for more than a decade lost ground to new entrants and force the Japanese automaker to cut prices drastically to gain momentum. The new Fiesta could be priced aggressively, to give the Hyundai Verna and Volkswagen Vento some tough competition.
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