Ford Aims At Reducing Cost Of Ownership

In order to burst the myth about high ownership costs of its products, Ford India is laying a bet on greater transparency with its customers. Currently offering cars like the Figo hatchback, the Aspire compact sedan, the EcoSport compact SUV, the Endeavour SUV and the iconic sports car Mustang, the American carmaker aims to build further on the reputation it has earned in India.

Vice-president, Rahul Gautam, made it clear that the company is letting its actions speak louder than words by taking steps that inspire confidence among customers. And it is doing so is by being completely transparent about costs.

“In our service price promise, we urge customers to go to the website and look up the cost of service, including labour. Customers can compare the price with what the competition offers and see for themselves that Ford is fairly competitive and even less expensive than many known brands,” he said.

The manufacturer from Detroit has also put up the costs of all auto components/spare parts on its website. “A person can also book a service and get a free pickup and drop. If a car has to be kept overnight, there is provision to loan a car,” said Gautam.

READ: Figo, Aspire prices slashed heavily

“We have the entire country covered by independent parts distributors. The customer can go to any retailer and buy the part and get the car serviced at a local garage if he feels comfortable doing so," he added.

The focus on transparency comes after a decently long spell of success for Ford in India. It sold a total of 7,076 units last month – a sales figure that’s an astonishing 62 per cent higher than in the same period last year. Its EcoSport compact SUV sold more than 4,000 units and found a place in the July list of 20 top-selling cars.

Would more transparency change Ford’s image of high ownership costs? Let us know through the comments section below.