Ford India roots for shedding perception around high maintenance – IAB Report

Tavleen

Tavleen Mehendiratta,

I started out as a motoring journalist. Currently talking cars, making cities better and everything in between.

Says it can handle EcoSport-like demand better now.

With the launch of the Figo Aspire nearing, Ford India wants to get a tick in all the boxes. The product maybe safe, fuel efficient, feature rich and competitively priced, but Ford still continues to be seen as a brand with high service and maintenance costs. Thus the company is doing all that it takes to shed that perception.

Ford Figo Aspire side from unveiling
Ford will sell sub-assemblies at workshops so that entire components need not be replaced if not necessary.

We spoke to Raj Sarkar, the VP of Marketing at Ford India, who explained the steps the company is taking on this regard for the Aspire.

Part Cost – It is striving to keep the cost of the parts low and maintain transparency. According to Ford, it is conducting dealership to dealership survey and comparisons on price of each part separately. It is rooting to minimize discrepancies and differences at dealership level.

Sub assembly components – Ford is going to be retailing sub-assembly components at its dealerships, getting consumers to pay only for what is broken and not the entire part. For example if the side mirror is hit and the plastic covering has broken, one can buy the covering separately rather than the entire housing with the mirror.

Living on the EcoSport’s legacy – The company is trying to rest on its laurels by letting the word of mouth about EcoSport’s maintenance and service go out. It is pretty confident that with the reviews kicking in and the word of mouth setting into the market, EcoSport owner reviews will be convincing enough for the Figo Aspire prospects, hence also justifying Aspire’s timing to hit the market.

Ford EcoSport S front three quarters at the 2015 Geneva Motor Show
Ford says it has added flexibility to the Sanand plant output, and can deliver even if the Aspire’s demand exceeds projections like it did with the EcoSport.

Also Read: All-new Ford Endeavour – First impression

Ford India saw an unprecedented market demand for the EcoSport, so much so that it continues to struggle to match supply with demand, but with Aspire it claims to be learning its lessons. Ford claims to have added flexibility to its plant output and says that it is more prepared now to meet demand even if it exceeds the projection.

Ford Figo Aspire – Image Gallery

Contribute to IAB
Submit Spyshots & get Bragging rights! Click Here
Custom Mods on your ride? Get it featured on IAB Submit

Ford Figo Aspire News & Updates

2015 Ford Figo front end first drive review

Prices of Ford Figo and Aspire slashed by INR 91,000

2015 Ford Figo front quarter at Auto Expo 2016

Production of Ford Figo, Figo Aspire halved owing to slowing sales – Report

2015 Ford Figo roof rails at Auto Expo 2016

Ford Figo with roof rails and Ford Figo Aspire – Auto Expo 2016

Ford Figo Aspire rear three quarter (1) launched at INR 4.89 Lakhs

Ford India sells 15,000 units of Ford Figo Aspire – Report

Hyundai Creta rear at Nepal Auto Show 2015

Ford Figo, Hyundai Creta among best sellers in August – IAB Report

Ford Figo Aspire front at the 2015 NADA Auto Show

Ford Figo Aspire launched – 2015 Nepal Auto Show Live