Tuesday, 1 November 2011

Ford's Strategy for the Indian market - New Model Launches, Marketing Campaign and Auto Expo 2012

The American based multinational car maker had set its foot in the Indian market for quite a long time now, but has not got its desired pie of the 2.5 mn Indian Automobile market. The lack of presence in every segment especially the hatchback segment was making the car maker difficult to make its presence felt in the Indian market.

Now, it seems that the Michigan based automaker is all set and determined for its growth in the Indian market. The car maker has in its unique American style introduced some of the best marketing campaigns to change the current mind set of the Indian consumers.

The current MARKETING CAMPAIGNS by Ford India includes:

1. Ford Swap my Drive Campaign : As a part of this campaign, Ford chose a few car owners from each segment who owned Hatchbacks, Sedans and SUV's and swapped their drives with Ford's Figo, Fiesta and Endeavour for a week and let them explore the comfort, drive, features and power of Ford's car as compared to its competitors. Ford has been successful in this campaign as Ford Claims that most of the participants in the contest swapped their drive after driving Ford's vehicle for a week.

2. Ford Figo Discover Smart Drive 2011 : As a part of this marketing campaign, Ford Chooses 4 Pairs (Pair in Smart Drive 2010 meant only Couples however pairs in Smart Drive 2011 meant even Friends across India) and let them explore whole India by introducing a pan India drive of 2,500 kms for 25 days. Click here for Video & other Contest details.

But, the company cannot succeed alone by launching its marketing campaigns, the company needs to have enough Models across the segments supported by Good After Sales Service facilities across the country. Ford did similar to what was expected out of the Multi national carmaker. Ford opened Sales cum service centres across the country to ensure the end consumers do not feel lack of Sales centres. Now, on launching the models front, Ford has been quite active till now and is also planning to launch few models in India very soon.

Of those, which currently exist are Ford Figo Hatchback which has been a hit among younsters due to its unique sport styling including the Dual Red Colored Dashboard available in its Titanium model. Also, recently launched across is New Ford Fiesta which has refreshing looks and does not looks like a facelift unlike many other cars. Say Honda City for that matter in India.

Ford has also increased the capacity at its Chennai plant, but to space constraints and the increasing demands, Ford India decided to choose Gujarat as additional manufacturing base in India to manufacture more cars following the likes of the consumers in the Indian market. The ground breaking ceremony of its Gujarat plant has started and the plant will start rolling out vehicles in year 2012.


1. Ford Fiesta SUV (Code : B515)

2. Ford Focus Sedan (to be unveiled at Auto Expo 2012) - Also watch Test Drive Ford Focus online now

3. Small Hatchback, entry level car

4. Ford Mini MPV (Code : B516)

5. Ford Eco Sport

For More stories on Ford, Click here


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