Ford to roll out more same-category models

Written by Ronojoy Banerjee | Ronojoy Banerjee | New Delhi | Updated: Aug 28 2010, 08:10am hrs
The Indian subsidiary of the Michigan-based global auto giant Ford Motor Company is looking to offer its customers more than one model in the same car segment. Speaking to FE, Ford Indias managing director & president Michael Boneham said the company is looking to be present across segments to create a foothold in the passenger car market, including giving more choice to its customers.

We want to be present in every segment in India...we may look to offer more than one model in the same segment, Boneham said. When asked whether the company would be launching a hatchback in the Figo category, Boneham said, Most of the volumes are coming from this (hatchback) segment...if we are going to launch many models in India, hatchback would certainly be one of them, he said.

Boneham ruled out any cannibalisation of its existing passenger car models due to similar car launches in the same segment. We have to offer our customers choice in the same segment much the same way the others are doing, he said. On Thursday, the company announced the launch of eight new models for the Indian roads by 2015.

The company plans to export Figo to newer markets like Mexico, North Africa and the UAE. In the next 10 years, Ford expects the Asia Pacific region and the African continent to contribute 70% of the companys global growth.

Boneham said the companys existing facility at Chennai would take care of some of the new car launches that it has planned and is also capable of increasing capacity due to its flexibility.

Following the launch of its hatchback Figo earlier this year, Ford India has been clocking impressive sales. Since its launch, the company has sold 30,000 Figos. On Thursday, Fords president of Asia Pacific and Africa Joe Hinrichs said that owing to the companys massive expansion drive, Ford was adopting a new approach of working with its vast vendor base. In India, we are simplifying the way we work with suppliers by reducing complexity and expanding part commonality, Hinrichs said.