Ford Figo: From March 2010 to Present

Indian car market is primarily hatchback driven, possibly due to the 70 percent customer base that prefers it to a sedan or SUV. Ford launched its hatchback car, Ford Figo on March 9, 2010 in order to tap the thriving demand by providing a good above Rs3 lakh hatchback starter to Indians. Ford Figo that was welcomed well is now over a year old in India and is reaching new heights. Recently, in April, it crossed one lakh sales mark including exports despite a price hike by the American car maker. En route to success, Ford also made certain changes to the Figo.

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Lately in January 2011, it was also voted the best compact car and it also bagged the most prized, Car of the Year award at the Bloomberg UTV Autocar India Awards 2011 held in the same month. Inspired by the immense domestic sales, Ford sincerely worked on prospects to export the popular car to other countries from India. Adopting a back-to-back strategy to fully harness Indian auto market, the American auto giant has expressed its intent to put in eight more cars in the Indian car market bucket.

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The journey from an idea of a hatchback car for India to the one lakh car sales milestone was never easy for Ford. Indian market which was under the domination of Maruti and Hyundai cars was difficult to penetrate. With cars like Maruti Swift and Hyundai i20 in place and the market almost saturated with them and everybody thinking of only of them, Ford had a tough road ahead. In the meantime Volkswagen Polo was also introduced and it further added to the worries. However, Ford believed that a good economical offer could be the touchstone for its success. And, it really worked! Besides tremendous response throughout the nation, Ford Figo witnessed highest sales growth in Gujarat.

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In due course, Ford Figo picked up sales following its superb mileage and looks that almost beat that of Maruti Swift and to some extent Hyundai i20. Despite a one percent hike in prices by Ford quoting a reason that the input costs have risen, the car sales went ahead as it is. Following the hike Ford Figo prices settled between Rs 3.59 lakh and Rs 5.48 lakh at ex-showroom Delhi. Even at this price people preferred it as the best option to fight back sky-rocketing fuel prices.

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