Ford India, the domestic arm of American auto maker, reported a loss of around 30 per cent in its domestic sales with 7,253 units being sold in February 2013 over 10,424 units delivered in the year-ago period. The reason cited for this fall was difficult market conditions as the sentiments of buyers were significantly hit due to increasing fuel prices and inflation. However, the auto maker somehow managed to report a growth of 16 per cent in its exports, during the period.
Now, a big question arises against the future plans of the auto maker that will its upcoming compact Sports Utility Vehicle (SUV) EcoSport will turn the tides in its favour. Reportedly, the American auto maker has been working round the clock to make its upcoming launch a decent hit in the market. Following the same, Ford is running a pre-launch campaign in the country, named EcoSport Urban Discoveries, which has been aimed to increase the buzz around the model. The winner of this contest will be provided with a chance to get behind the wheel of EcoSport before its official launch in India.
Auto analysts believe that the car maker is in full swing to pull volumes in the potential Indian auto market. In order to offset the sales of February 2013, the auto maker has already introduced the Celebration Edition of its Figo hatchback at its 3rd anniversary. The model has been offered in both petrol and diesel engine options with a price tag of Rs. 4.1 lakhs and Rs. 6.1 lakhs, respectively.
Prior to this, the company also launched an ‘alterrain’ edition of its flagship Endeavour SUV, which was been provided with a number of cosmetic changes to lure the Indian buyers. Some of the key highlights of the new model are sporty alloy wheels, redesigned bumpers, chrome plated front grille, rear spoiler and chrome exhaust trims. According to sources, this alterrain model will participate in the Adventure Driving Series, which will be organised by Ford India along with National Geographic Channel. The new adventure series is reported to feature 5 celebrities, which will all get an Endeavour alterrain model. The celebrities will then drive it in diverse road conditions, while sharing their personal off roading experience.
With already two launches in near term and the third one in pipeline, industry experts anticipate that the auto maker is all prepared to enthral the domestic audience and end the ongoing financial year on a good note.
