Ford India is planning to roll out more high-performance vehicles in India in order to reinforce its brand value and positioning in the country.
Currently, the company is said to be exploring the possibility of launching global models like the Mustang EV, Ranger Raptor pickup, Bronco 4×4 and the next generation Focus RS, apart from the BS6 Mustang GT.
The firm has created a separate workstream to bring in the vehicles mentioned above from 2021 onwards.
Introduction of more Ford performance cars will not only improve the firm’s brand perception in India, but also sales.
This is especially important since overall market share that Ford holds in the country is at 2 percent now. It managed to only sell 17,643 units in the first six months of this financial year.
At present, Ford India is awaiting State-level regulatory clearances for its joint venture with Mahindra that would result in the formation of a new entity named Mahindra Ford Automotive Private Limited.
The venture, valued at over Rs. 1900 crores, will ensure newer and more frequent product launches from Ford India and will also be responsible for exports.
While new products developed with the Indian firm will be launched from 2022, the US car manufacturer will also ensure that its existing products remain relevant till the end of their product cycle.
Hopefully this strategy works for the firm and provides the much-needed turn of luck that it desperately needs to stay sure-footed in India.
Ford Performance Cars
- Ford is planning to launch more performance cars in India
- BS6 Mustang, Mustang EV and next gen Focus RS are being considered
- Carmaker wants to reinforce its brand perception in the country
Source – ETAuto.com