2013 has almost come to an end and it has been pretty poor for most auto makers operating in the Indian auto market. Poor economic conditions, low consumer sentiment and price rise are some factors that have been at the centre of the adversities that have bogged down companies. However, 2013 was not only about disappointments, productions shut-downs and rising prices. Some newly launched models went to be highly successful despite the kind of scenario prevalent in the market. Among those models is Ford EcoSport, a compact Sports Utility Vehicle (SUV) that has taken the market by storm.
Ever since its bookings were opened, the American auto maker saw an unprecedented level of demand for this car. The inability of the company to meet this level of demand has resulted in long waiting periods. Now, as per a report by Business Line, this waiting period is set to increase further. Many customers, who booked their EcoSport models in June 2013, reportedly, have been asked to wait till the end of March, 2014. This is not the first time that reports regarding the waiting period of this utility vehicle have surfaced.
The American giant, on its part, has always claimed that the demand for this car is too high and beyond the firm's supply capacity. The company, as per reports, communicated its stand in the form of a letter. “In view of having booked the Ford EcoSport, we would be pleased to offer you an exclusive additional benefit of Rs. 10,000 on these models. The full booking amount will be refunded immediately by the dealers and the cancellation charges will be waived off,” the letter read.
Sources claim that firm has been unable to keep its promise of delivering cars by November 2013. In order to counter the same, the company has been asking its customers to purchase other models, which they are providing at additional discount rates. Some reports also suggest that this sort of delay in the delivery has upset many customers. The grief seems to be quite logical as a hike in prices looks likely in 2014, meaning that buyers would pay more just because of the long waiting period. A customer, speaking to Business Line, said, “I had booked the EcoSport Titanium 1.5 (diesel) in June and was promised an early November delivery. But, after the recall happened, within a month, the dealer asked me if I can opt for a different colour (silver) from what I had booked for (blue), which could be delivered at the same time (November). However, now they are asking me to wait till March.”
While the overall scenario can be termed as positive for the American auto maker, in some cases, the patience of customers is being tested gravely. In fact, some customers, according to sources, have decided to switch to a different model from another car maker. Some critics have questioned Ford's policy of offering another car instead of EcoSport compact SUV. The American car maker, currently, is working aggressively on catering to demands of customers. Speaking on the same, Vinay Piparsania, Executive Director for Marketing, Sales and Service at Ford India, said, “The Ford India team is working closely with suppliers to enhance the output of EcoSport to meet the high demand. Our Chennai facility is working at more than optimal levels to ensure that we reduce the waiting time as much as possible.”
