Ford launches the Figo

Ford made its aggressive stance on the Indian market clear when last week it launched the Figo, Ford’s first compact in the market, at a highly-competitive entry price of Rs 3.49 lakh (ex-showroom Delhi). Mulally termed the Figo as a “dynamite” car for Ford India and said the company will look at adding more such products here. “Clearly, we have come later to the small car market in India than competitors. But now we are now going to start, to continuously accelerate, and introduce more and more vehicles. It’s a great market with great customers. You will see us accelerate our progress every year.” He said “the B (compact) and C (entry-level sedans) size makes more sense for us in order to increase our presence here”. Speaking about competition from Maruti, Hyundai and Tata, which are strong on product-costing front, he said the company was geared up to match up. “We are absolutely going to be competitive on price, in addition to quality, fuel efficiency, safety and smart design... our plan is to get in one ‘dynamite’ vehicle at a time. Figo is one such product.”

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