Sign in Subscribe
Automobile industry

Ford Launches Figo in India with Aggressive Pricing Strategy

Strategic Insights

— 2 min read

Ford Motor Company's Indian arm has introduced four variants of its small car, Figo, priced competitively to take on existing and emerging competition in the growing Indian automobile market. The entry-level Figo petrol is priced at ₹3,50,000, and the diesel variant at ₹4,48,000, making it cheaper than Hyundai's i10 and Maruti Suzuki's Swift. Ford has emphasized its commitment to this segment by pricing the models aggressively, with more features, interior space, technology, and durability than other vehicles at this price point.

Key Takeaways:

  • Ford has launched four variants of its small car, Figo, in the Indian market, priced competitively to take on existing and emerging competition.
  • The entry-level Figo petrol is priced at ₹3,50,000, and the diesel variant at ₹4,48,000, making it cheaper than Hyundai's i10 and Maruti Suzuki's Swift.
  • All Figo models will come with a Duratorq diesel engine option and be available with Roadside Assistance for two years as part of the initial pricing.
  • The 1.2-litre Figo is expected to offer 15.6 km per litre and the 1.4-litre Duratorq diesel engine model 20 km per litre, with a five-speed manual transmission as standard equipment on both engines.
  • Ford aims to sell around 8,000 units of the Figo per month, which works out to 96,000 units per year, but the company has denied confirming or denying this number.
  • The Figo will not have a celebrity brand ambassador, and the company will focus on promoting the car's features and value proposition.
  • Ford plans to expand its dealership network to 200 by the end of the year, with the current count standing at 167, and will also ship Figo to South Africa and other countries in the middle of the year.
  • The Figo is built on the Fiesta platform and offers more features, interior space, technology, and durability than other vehicles at this price point.

Statistics:

  • The Figo petrol is priced at ₹3,50,000, making it cheaper than Hyundai's i10 and Maruti Suzuki's Swift.
  • The Figo diesel variant is priced at ₹4,48,000, also making it cheaper than Hyundai's i10 and Maruti Suzuki's Swift.
  • Ford aims to sell around 8,000 units of the Figo per month, which works out to 96,000 units per year.
  • The 1.2-litre Figo is expected to offer 15.6 km per litre.
  • The 1.4-litre Duratorq diesel engine model is expected to offer 20 km per litre.

Sources:

  • IANS India Pvt. Ltd.
  • Indo-Asian News Service
  • Ford Motor Company India
  • HT Syndication with permission from Indo-Asian News Service
  • Syndigate.info an Albawaba.com company

Read more