New Ford models to hit Indian roads soon. Expect as many as 4 new vehicle launches from the car maker

Ford is going to change its portfolio in India by dumping some of its old models. The US auto-maker, which earlier used to come out with one product at a time, is planning to launch at least four all-new vehicles at the same time to boost its sales.

The company is trying to shed the image as a one-product-wonder by launching several models in quick succession in India.

So, how it is bringing in change? Ford has stopped manufacturing the Figo hatchback as well as the Classic and Fiesta sedans.

While the first model from the fresh range, the Figo Aspire, has just been launched, a new as well as the Mustang are next in line to enter the Indian market over the next few months, said people who are aware of the development.

Anurag Mehrotra, executive director for marketing, sales and service, said: "As part of our commitment to customers in India, we continue to investigate ways in which we can meet the needs of customers with more products.”

Presently, the EcoSport is Ford's bread-and-butter model in India. The Figo Aspire has generated robust response, with the company already getting 4,000-5,000 bookings since the car's launch last month.

The new Figo is likely to hit the market by September end or the beginning of October, followed the new Endeavour premium SUV. The Mustang sports car is expected to make its India debut during the Auto Expo early next year.

We want to comment here that these are part of Ford's desperate efforts to boost sales that have been on a downhill drive for quite some time.

Ford's sales fell over 30% to 18,546 units from April to July - the first four months of the current fiscal year - when the Indian market grew 7%.

Product launches by Ford in India have been few and far between when compared with rivals such as Maruti Suzuki and Hyundai Motor, a fact that industry experts blame for the US auto maker's lacklustre performance in this market.

To increase its market share will be a big challenge for Ford as it is a little late to bring a sub-4-meter sedan and the new products Figo and Figo Aspire are both positioned in an overheated segment, said Gaurav Vangaal, senior analyst for forecasting at consultancy firm IHS Automotive. "In a dynamic market, keeping pace with changing buyers' needs through continuous freshness is a given. Any delays can be dangerous."

The company has often taken a long break after launching a successful model such as the Figo, said Vangaal.

The Figo was a big success for Ford when it launched in 2010. The company's volume more than doubled to about 1 lakh in fiscal 2011, when Ford India also posted its highest market share of 3.93%. But as the novelty of hatchback started waning, the volumes fell to 77,225 units within two years.

The Fiesta that came next could hardly make an impact due to premium pricing. But the popularity of EcoSport drove its volume to 85,000 units in fiscal 2014. But EcoSport volumes too slowed in the last fiscal year, driving down overall numbers.

Ford's April-July market share of 2.11% was its lowest in five years and it is banking on the new models to improve the standing. It now has a better system in place to achieve it, such as an operationally profitable manufacturing base and wider network. Efforts are also ongoing to make spares available at competitive prices, an area of concern for Ford customers.

(Image: Reuters)