The Ford Figo was launched in New Delhi a short while ago!

Our joy knew no end today as the car was launched. Joe Hinrichs, president of Ford Asia, Pacific and Africa spoke about the Figo. “Our dealers are excited, customers are waiting and the new Figo is now ready to hit the streets,” he said. Shedding light on the Figo’s journey as an idea, he added: “From the start we wanted to offer all the features of a B-Segment car at a Sub-B price. We’ve accomplished that with Figo.”

Of course, the question everyone had been asking was also answered — what is the Figo’s price? As promised, the Figo’s prices are competitive: starting from Rs 3,49,900 for the petrol, and Rs 4,47,900 for the diesel (more information below).

“We have priced all four Ford Figo models very competitively to emphasise Ford’s commitment to this huge segment of the growing Indian automobile market,” said Michael Boneham, president and managing director of Ford India.

Talking about the Figo’s features, Michael said, “We are committed to setting new benchmarks with Figo in this segment.  Figo offers more features, interior space, technology and durability than other vehicles at this price in the segment. When you look at all the features, generous interior proportions, styling and fuel efficiency, all Figo models are extensively equipped and truly a bargain at these price points.”

Add to that new dealerships and service facilities– and the Ford Figo is truly a substantial

Have you driven the Figo yet? If not, go to your nearest Ford dealer now. Meanwhile, check out our guest blogger Rohini’s experiences with the Figo, written from the woman’s point of view.

I was one of the few lucky ones who got to drive the Figo in Goa this January. I drive a small car, and even some of the bigger cars whenever I get the chance, so I was already looking forward to driving the Ford Figo.

But first things first. For most women who claim to know nothing about cars, how a car looks is something we can definitely talk about, right? My immediate reaction to the Figo was: “It doesn’t look small at all!” I loved the Figo’s front and the long comet tail on the side. I found the green colour (called squeeze) the perfect colour for Indian roads—bright and cheery, not too harsh. The sea grey looked very stylish and elegant too.

So there I was, in the driver’s seat of the sea grey petrol Figo, with Sarosh, Vehicle Integration Engineer, to accompany me for the ride. The door closed with a strong thud. “Great build quality, nothing small car about it”, I noted as I shut the door. I’m a bit on the petite side, so I quickly adjusted my seat. Unlike some cars in which shorties have to lean forward to get a better view of the road or the car ahead, I didn’t need to do that in the Figo. I had a great driving view. I started the car, went into first gear without a hitch, and we were off.

As the car picked up speed, the car’s locks clicked (Sarosh told me that happens beyond 7 kmph). The pickup was quick and the

After our double celebrations barely a fortnight ago, today has been another exciting day for us. For today, Ford India opened not one or two or a dozen, but a whopping 28 new authorised Ford dealer facilities across 24 cities in India! Opening these facilities at the same time in across 28 locations – that’s a first of its kind news in the history of Ford globally.

This significant step makes it easier for people to see, touch, test drive, buy and service Ford cars, including the Ford Figo that will be on dealership floors shortly.

“Growing our dealership base, building strong business fundamentals and getting closer to our customers are areas of high priority as we gear up to launch our new Figo and enter this high volume segment in 2010,’’ said Michael Boneham, president and managing director, Ford India at a dealership launch in New Delhi.

Title: Michael Boneham with the Harpreet Ford team in New Delhi

Our expanding dealership base is part of our aggressive growth strategy, particularly in Tier II and Tier III cities. ”Tier II and III cities are significant for Ford. We have opened new facilities in 13 Tier III cities today, and more than 40 percent of Ford service outlets are now located in secondary markets,” added Boneham.

With the new stores, we now have 164 facilities located in 97 cities across India. Half

February 5, 2010 was an exciting and memorable day for everybody at Ford India. It was a day when we achieved not one, but two milestones – a day of double celebrations!

Firstly, it was a proud moment as our Figo’s first production model was driven off the assembly line at the Maraimalai Nagar plant in Chennai. What made it all the more special was the presence of Tamil Nadu Chief Minister Dr. M Karunanidhi and Deputy Chief Minister Dr. M K Stalin. Michael Boneham, president and managing director, Ford India; Raj Nair, vice president of operations, Asia Pacific and Africa; Sandip Sanyal, executive director of operations, Ford India and nearly three thousand employees of the newly expanded Chennai facilities were all on hand to join in the Job 1 ceremony.

“Michael Boneham (Michael Boneham, president and managing director, Ford India), Raj Nair (VP, operations- Ford APA), sitting in white CM Dr. M Karunanidhi, standing in white is Deputy CM Dr. M K Stalin.”

“Figo is a great example of the role Ford will play in the future of India,” Dr. Karunanidhi said during the ceremony.

Michael restated the vision for Ford in India, saying, “Less than six months ago, Ford Motor Company reaffirmed its commitment to transform the plant located here outside Chennai into a regional manufacturing centre of excellence.”

“It’s a great honour to have you with us

After an evening of great insights into the Figo and a good look at the car, the bloggers were eager to drive the Ford Figo.

So, the next morning, we handed over four Figos to a group of automotive bloggers for their test drive (both petrol and diesel versions), with Michael Boneham flagging them off. The Squeeze and Sea Grey Figos lit up the 21.8-kilometre scenic drive from Cansaulim to Cavelossim in Goa as they zipped by. The “Figo twins” negotiated the winding streets, narrow paths and the sharp turns with ease, even over the trickier bits.

While the bloggers tested the car, Ford’s engineering and management teams were on their toes, ready to answer questions, and listen to the bloggers’ first drive impression about the car.

The drive went off without a hitch, and the bloggers loved the car. Shrawan Raja of Indian Autos Blog said he just loved that the car was completely driver-centric. Kartik Ganesh of CarWale.com agreed. “The Figo’s got the traditional Ford DNA —great handling, decent ride quality and stability through corners.” Motorbeam.com’s Faisal Ali Khan didn’t hesitate to say, “The Figo handles like a big car!”

The love for the Figo was echoed by other bloggers as well.

Early last week, the streets of sleepy Goa came alive as four brand new cars zipped across the beach state. For the lucky few who saw the cars, it was the first public glimpse of the new Ford Figo.

It all began when automotive journalists and bloggers from across India arrived to see, feel and drive the Figo. They got to mix with the who’s who at Ford—Michael Boneham (president and managing director, Ford India), Nigel Wark (executive director, marketing, sales and service), Anthony Hall(B-car vehicle engineering manager), Scott Strong (APA design director), Emily Lai (colour & materials design manager)and Sundar Sundarrajan (chief program engineer).

Just before dinner, it was time to get down to business. But it was Goa, after all, not the most business-like place. So Nigel gave us the reason for choosing Goa as the drive destination. He shared a video showcasing several Sandeeps, the Figo’s target customer. On being asked their favourite holiday destination, most of the young men had replied, “Goa!”

Of course, that wasn’t the only reason—for the Figo exploration had just begun. Anthony narrated behind-the-scenes Figo stories, replete with impossible cross-border shipping schedules and trans-national teamwork. He even showed a photograph of the Figo in an Australian plant—a “potentially sackable offence”, he said tongue-in-cheek.

Scott elaborated on the Figo’s fluid ‘tear drop’ silhouette and the kinetic design cues. The graphics he used to explain the car’s

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