Owing to dismal sales of Figo twins, Ford India is rethinking on it’s product launch strategy. Instead it want to strengthen the sales of present portfolio before making further investments. Ford India actively considered introduction of a sedan based on B500 platform to be pitted against Honda City and after much thought canceled the plan.
The EcoSport, being a major contributor to Ford’s market share, is now experiencing slight dent in sales due to the arrival of the Maruti Suzuki Vitara Brezza. At least for now, Ford is hitting pause on investments that it had planned.
With the abandoning of the B500 platform based sedan, Ford is seeking ways to improve market share by focusing on the current portfolio instead. To revive interest in its recently launched models, Ford has now commenced a marketing campaign and initiated several service initiatives to boost sales. Ford India exported 6253 units in June 2016 compared to 2690 units shipped in June 2015.
Ford is sitting on huge accumulated losses in India, the introduction of new models will be delayed due to the shelving of plans. However, according to senior executives, there is a plan B which involves working towards solutions specifically focused on India. The Figo twins haven’t met sales expectations which could be the cause of Ford taking such a decision.