Ford Motor Company in India: Marketing the Ford Figo
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Development of Ford Figo
Launching of Figo
In a reveal sequence as spicy as India itself, the Ford Figo emerged in a lightning surround of colors, lights, Bollywood-inspired music, smoke, and camera flashes during the September 23 event. On September 23, 2009, Mulally revealed two Figo models, one in bright Squeeze green and the other silver.
Marketing For the Launch
Ford India followed a unique marketing strategy for the Ford Figo (Refer to Exhibit IV and Exhibit V for Road Map and Market Plan for Ford Figo). The launch was supported with a marketing campaign designed to communicate the car’s leading features to a number of core audiences namely the press, the car dealerships, and the customers.
Ford India sold more than 30,000 units of the Figo in 25 weeks. Hinrichs said, “As we have seen from the spectacular early success of the Ford Figo, more and more Indian consumers appreciate the fuel efficient, economical, high quality, safe, and fun-to-drive vehicles that Ford offers. By the middle of this decade we will introduce eight new vehicles to India from our global platforms, in segments appropriate for this market. This is part of our ‘better plan’ to bring more and more vehicles from our vast global portfolio to India and other markets in Asia Pacific and Africa.”
Challenges AheadThough Ford had entered the Indian car market in 1997, till it launched the Figo, it had had less than 1.8% of the Indian car market. “Figo is a game changer for us and will help us to increase our market share in India,” Boneham said. However, he noted that more buyers were opting for diesel models, leading to a mismatch in supply.
Exhibit I: An Overview of Manufacturers of Passenger Vehicles in India