Ford positions Fusion as ''urban activity vehicle''

According to Vinay Piparsania, the vice-president, sales and marketing, Ford India, "The Fusion combines the solidity and robustness of an SUV with the dynamic agile and luxury qualities of a premium mid size sedan." It was a fusion of all these characteristics that inspired the vehicles name Fusion, He explains. He said the Fusion was based "on a completely new platform" and was launched Europe a few months ago. Santosh Nair, general manager, marketing Ford India said, "Urban life in India is hectic and challenging. For progressive and contemporary families wanting the most out of their lifestyle, the Fusion offers the combination of a SUV with the comfort of a sedan in one model."

Piparsania said, "The Fusion, an urban activity vehicle, is positioned as new segment by Ford India — a crossover between a sedan and SUV." He said, "We expect this would be ideal for the busy urban commuter. Fusion variants are priced at Rs6.2 lakh and Rs6.95 lakh respectively (ex-showroom) in Hyderabad." He added, "We are introducing the Fusion in a phased manner across the country and bookings have commenced. We expect deliveries to take place in December. Initially, we plan to produce about 500 Fusions a month and gradually increase it to about 1,000 a month next year. Depending on the demand, this could possibly go up to 1,500 a month." Announcing the simultaneous launch of yet another dealership, Fortune Ford, in Hyderabad Piparsania said, "We now have 90 dealerships in 70 cities and towns across the country and expect to take this number to 105 in 85 cities by first quarter next year."

When asked about Ford India''s market share in the C segment he said, "We currently have about 15 to 18 per cent market share in the ''C'' segment cars out of an overall market size of about 150,000 cars in the segment," he said. He added, "We expect to produce 60,000 vehicles this year out of which 30,000 Ikon''s are for the domestic market and about 24,000 for export market to South Africa and other countries."

He added that in the sports utility vehicles (SUVs) market, Ford India has garnered a big share with its Ford Endeavour and sells over 200 units of the SUV in a month.