What makes the Figo such a ‘cool’-looking and dynamic car? Who better to tell us than the design team itself, led by Scott Strong, APA design director.

We had a chat with Scott Strong (SS), Scott Ferrier (SF), design manager, and Emily Lai (EL), Colours & Materials design manager, recently. They spoke candidly about the Figo’s kinetic design elements, its aesthetics and the small car’s big personality.

In Scott Ferrier’s words, here’s the 10-cent tour of the car. Enjoy!

What was the starting point of the Figo?

SS: We got a phone call in September 2007, and they asked us, “How would you guys like to help us design a small car for India?” That was the starting point, and with a spectacular outcome!

The design team responded enthusiastically to this project?

SS: Absolutely! We love to design cars.  If we don’t get a white piece of paper we try to make one!

How did you get from the initial thoughts to the final outcome ?

SS: It was quite a journey for us, really. But as the doors opened, the opportunities became apparent that we thought, gosh, we can make an affordable entry-level car that we’ll be proud of.

EL: What was interesting was the India marketing team saying they wanted more from the car, and we said, yeah, we want more too. So we worked together to create this ‘more’ factor.

On to the Figo itself. First impressions?

SF: It’s a very cohesive piece of design. Everything has a function and aesthetically every element works in harmony with the others.

There are a lot of lines and graphics on this car that help the eye move around. In the front there’s the crease on the hood, which runs down the front around the lower portion of the upper grille and then back up the hood again. So all the time your eye is actually being guided around the car.

So that’s what makes the car kinetic?

SS: Yes. Besides, this car has several other kinetic design elements, including the little fender feature, plus the lower grille opening and the upper grille with the little ‘cat whisker’.

What inspired you while designing the Figo?

SF: We really wanted to give the car a personality. It’s a very dynamic shape and it just adds that touch of speed and agility to the personality of the vehicle.

What is the car’s personality?

SF: I think it’s a cheeky looking car— a car that could get you into mischief.

SS: The Figo combines a certain youthful spirit, but it does so in a mature, smart way.

EL: To me, it feels like it’s a fun thing to play with as well.

The Figo seems to have its own space within the small car segment.

SS: It’s very spirited, and has a somewhat cheeky personality.

SF: See the basic architecture as well – with wheels at each corner and pronounced arches over the rear wheels reinforce Figo’s well planted footprint. It looks like it’s planted securely on the road—very solid.

EL: And the solidness makes people feel safe and feel like they’re driving a car rather than a toy.

What makes the Figo a versatile car?

SS: I think the Figo has the ability to play in two different worlds—you can take it to dinner or to a grocery store.  It strikes a balance between youthfulness and being grown up, almost ageless. You could see both young and older people in it.

The badge seems a bit different than other Ford cars.

SF: It’s in line with the car’s personality.

The setting is important to tell the car’s story. How would you portray the Figo’s bold personality?

SF: You stick this car in the middle of a beautiful field with hills in the background – and it looks out of context.  You stick it a badly lit street corner and it starts to make sense. Or maybe a market place. This car is like your safety beacon. It’s gonna look after you, and it’s waiting.

SS: Maybe the car making its way through an Indian city, with a lot of colour, vibrancy and hustle bustle.

Vijaya is a very busy woman—even a 16-hour work day is not enough for her. Meeting deadlines, leading a team, building and launching a car in the shortest possible time, it’s all in a day’s work.

Vijaya is passionate about cars (absolutely loves the Fiesta), is motivated and very focused. This and her decade-long experience at Ford make her the right person for some very demanding roles, including Product Development (PD) launch manager for Figo.

Meet Vijaya Vijayalakshmi, currently general manager, Plant Vehicle Team, and a role model for women in the automotive business.

We recently had a chat with Vijaya about being a woman in the car industry, why she is a ring leader, and her thoughts about the forthcoming Figo.

A woman passionate about cars – some might find that a rarity!

I don’t think it’s such a rare phenomenon. Women like cars too, you know! Cars were my passion right from college days.

So what is it like to work as a woman in a man’s world?

I’ve never felt uncomfortable or out of place. Maybe it’s because I’m friendly, or because from my college days I was in the automotive field. I have travelled to several Ford markets across the world, and met many people. I have always been respected and treated as part of the team.

Did you begin your career at Ford on the management side?

No, I started with engineering; handling power train first on the engineering side, later as part of management. I took up the position of Figo PD launch manager because it was a wonderful opportunity to see the bigger picture behind development, and my current profile is just as thrilling.

You have travelled a lot within Ford.  Which assignment influenced you the most?

All my overseas assignments helped me a lot, but the three years I spent in Australia for the Fiesta program were the most interesting; it also opened up a whole new experience to me. Despite having different backgrounds, we worked really well as a team. The lessons I learned there have made me a better leader now.

Do you think you’re successful because you charm people to do the process right or do you have any secrets?

No, no secrets here! I think it’s because I’m convinced about the right thing to do. What helped me drive the PD team, for instance, was being focused, and making sure that everybody stayed focused. At every team meeting, we didn’t talk about a launch, but a robust launch. When the team became frustrated, I used to tell them: “If you buy this car, will you feel good about this problem? I don’t think so”. And we all intend to buy this car.

As Figo’s PD launch manager, what was your team’s primary goal?

Our team had to achieve a robust launch – whatever it took. Talk about intense times! The team and I were constantly on our toes, but we had a great time.

What was your biggest challenge then?

Our need to compress development time as much as possible, because this could affect operations of the rest of the company. It was a tough responsibility, but the challenge made it something for us to look forward to. There was this constant reminder that we were part of something new and exhilarating that kept us going strong.

You were constantly telling your team “Here is the schedule”. So you were like the ring leader.

Absolutely! But it was worth every second! I was just wondering how many people will hate me now that I’m done with them (laughs). I’m just joking!

Now let’s talk Figo! The Figo is going to be…

…An absolute delight!

Will the Figo write a new chapter in Ford history?

Yes, in terms of both the product and processes we set.

That must be quite a legacy for the team to leave behind!

We don’t think about that for now. First we have to achieve our goals and stay focused on delivering a great launch in a short time. Figo is very special to me. I just can’t wait for it to hit the roads and enjoy the positive feedback the Figo deserves, all because of the hard work put in by so many people here!

Sometime in the first quarter of 2010, a young man called Sandeep will walk into a Ford dealership with his parents and wife, and drive out in the Figo. Later that evening, he’ll text his buddy: “Hey Akash, I just bought the Figo! Coming for a drive?”

We’re not Nostradamus, but our marketing team’s little “prediction” might well turn out to be true. After all, the team has met not one, not two, but dozens of “Sandeeps” over the past few months. Our Sandeeps are in their mid-twenties, and are quintessential middle class youth. They are recently married and have earned a promotion and recognition at work. As the marketing guys put it, “Sandeep is Figo’s ideal target customer”.

Engaging these ideal customers was no mean task – the marketing team approached several Sandeeps to learn not only what they looked for in a car, but also what made them tick. They met their families, went shopping and even clubbing with them, and asked them a long list of questions. And their thorough work paid off – we now know their favourite movies (Sholay, DDLJ, Ghajini), gadgets (Apple iPod) and music (A.R. Rahman), what they do online (banking and Orkuting) and just about everything else in their lives (some want to buy a car, others a plasma TV).

What have we achieved from this exercise? For starters, we learned that the Figo’s customer, Sandeep is a complex person indeed: we figure that Sandeep is ambitious while being rooted to family values and traditions. Ford India brand manager Rahul Gautam says, “Sandeep wants to give attention to his family, spend time with his wife, and aspires to do well in his job. Interestingly, he has kept his bachelor mindset. So all this leads to some stress and tension because he feels pulled in different directions and is short of time.”

Rahul also explained the Sandeep-Figo connection to us recently. “Sandeep lives in a joint family with his parents. The Figo will be Sandeep’s exclusive space. He can use it for himself, on his way to work. He can take his wife out safely in the night, occasionally pick up relatives or friends from the airport, and take his family for weekend trips.”

Illustrating our commitment towards understanding the core customer, we invited some of the Sandeeps to New Delhi on September 23, where they met Ford Motor Company’s President and CEO Alan Mulally. Alan was quite excited to meet them just before Figo’s reveal to the world. “Thanks a lot for doing this,” he told the Sandeeps. “It’s such a big deal for Ford to compete in the centre of the Indian market and you helped.”

We just can’t wait for the Figo to hit the roads next year; nor can the Sandeeps!

Do you know a Sandeep or want to know more about him? Tell us what you think!

In our earlier post, we explained how automation at the Chennai plant and robots ensured best-in-class vehicles.

But quality doesn’t end with the manufacturing process. We have to ensure that our cars are able to survive tough Indian road conditions before they’re shipped out. For this, Ford’s developed a 3.2-kilometre dedicated vehicle quality testing circuit in our plant.

Testing Time

Name the road type and the testing track has it – straight, twisting, cement, rough roads or village streets! Engineers conduct rigorous quality test drives on Ford cars for up to 40 kilometres.

Our forthcoming Ford Figo will also go through several quality checks and tests to ensure we give consumers nothing but the best. Some of these tests will include:

• Hill climbs to test vehicle power and braking
• Lock-to-lock turning manoeuvres to check the steering system
• Straight line tests to verify wheel and steering alignment

Once we begin Figo production, we will test vehicles at random for quality inconsistencies in manufacturing and get them corrected. “Quality is one of the key pillars our brand stands on and the spirit of commitment to achieve world-class quality is inspiring,” says Ram Ramanathan, general manager, Vehicle Quality, Ford India.

Did You Hear That?
You certainly don’t want to hear squeaks and rattles while driving your car. We’ve adopted a global approach to identify the root causes of such noises and fix them permanently.

Every vehicle goes through the new ‘squeak and rattle track’ after it leaves the assembly line. The uneven and rough surfaces put stresses on the vehicle chassis and body, such as ‘body twists’, where stresses are put to one side of the vehicle (negotiating a curve).

A state-of-the-art hydro-pulse four-post test rig verifies, validates and investigates the squeaks and rattles. Immediately after this, the vehicle goes through further tests at full operating temperature, which include:

• Underbody hot check for leaks in engine oil, transmission oil, engine coolant and air-conditioning refrigerant systems
• Air-conditioning performance
• Grille temperature, which is compared to the ambient temperature
• Correct tyre pressure and battery charge state

Water, Water Everywhere!

Your chances of reaching home in a heavy July downpour are bleak if your vehicle stalls in the water. But if you are in a Ford, you can breathe easy; we put our cars through a water wading test, inspired by the monsoons and the ensuing flooded roads.

Engineers drive the car through a simulated flood (a puddle of water 50 metres across and 450 mm deep) at 10 kmph. Back on dry land, engineers check for leakage and whether the mechanical systems are operating normally. “We engineer our vehicles to endure that level of flooding, and keep testing so that our customers can be assured that their vehicles are manufactured to meet that standard,” Mr Ramanathan says.

What do you think of our new testing track? What tests would you like to see your car go through? Let us know!