Ford India to consolidate market gains

Chennai: Ford India Private Limited has taken a pause to consolidate its gains and incorporate into the interiors of all its models, the suggestions and feedback it has received from customers.

According to Scott McCormack, vice president, marketing, sales and service, the Ford Ikon and other models will soon sport some changes suggested by customers. "We will also launch new marketing campaigns for all our models. The new Fiesta variant 1.4-litre petrol ZXi Duratec is the result of customer feedback."

Priced at Rs 6.3 lakh, Fiesta ZXi is expected to strengthen Ford India's position in the mid-sized car segment. Targeted at the intra-city commuters, the model comes with features like 16-valve double overhead cam (DOHC) engine or 8-valve single overhead cam (SOHC) TDCi engine; full chrome surround twin headlamps, chrome surround radiator grille, front fog lamps, metallic painted finish centre console, aluminum finish interiors, foldable rear seats and adjustable rear head rests and rear centre armrest with cup holders.

"We don't expect the new model to eat into the sales of other petrol Fiestas." The Ford Fiesta petrol engine range today consists of 1.4 EXi, 1.4 ZXi and 1.6 SXi. The diesel Fiestas are the 1.4 EXi, 1.4 ZXi and 1.6 SXi. Nearly 70 per cent of Fiesta sales are accounted by the diesel models.

Launched in November 2005, the Fiesta accounts for a lion's share of Ford India's sales. Last year, the company sold nearly 36,000 Fiestas out of total vehicle sales of 42,060. Other models like Ikon, Fusion and Endeavour account for the remaining. The company exported over 20,000 completely knocked down (CKD) kits of the Ikon.

From now on, the company proposes to focus on the domestic market. Apart from modifying the interiors and launching a new marketing campaign, the company is planning to expand its distribution network by going to smaller cities.

"We are studying the possibilities of setting up dealerships in 60 smaller cities and towns. The idea is to double our dealer network. This year, we will appoint between 10 and 20 new dealers," said McCormack. Presently, the company has 115 dealers across 74 cities. The company is revamping all its dealerships under Ford Brand@Retail.