We are happy to share with everyone that since the launch in March 2010, your favourite Figo has registered over 25,000 sales bookings, cementing its reputation as one of India’s most in-demand new cars. Ford Figo has also helped drive a sales volume of 235% for Ford India compared to year-on-year first half sales.

Michael Boneham, President & MD, Ford India commented on this development: Reaching the 25,000 sales booking milestone in close to 100 days continues the Figo’s remarkable rise and rise in popularity among Indian consumers. Figo’s success has exceeded expectations in terms of sales and target markets. Our debut compact car offering is being very well received by a wide range of customers and this response has been instrumental in our efforts to increase market share.

In the January-June period, Ford sales volume, on a year-to-year basis, doubled in Tier 1 markets including Mumbai (234%); Chennai (279%) and Delhi and the NCR region (223%). In terms of regional sales, there was a similar response – east (339%); west (277%), north (212%) and south (127%). Big gains – double, and in some cases, triple fold growth – were registered in Tier II markets such as Chandigarh, Ahmedabad, Pune, Kochi, Coimbatore, Indore, Bhopal and Jaipur and Tier III markets such as Dehradun, Trichy, Nashik, Aurangabad and Kanpur. In addition to strong internal demand, Ford India has also recently celebrated it first export order of 1,200 Ford Figos to Ford Motor Company in South Africa.

Based on the number of queries recorded by dealers nationwide and showroom visitors, the second half of the year looks equally promising. The Figo campaign is supported by a range of Ford India-led service and sales programmes that includes:
1. Ongoing development of the dealership network. There are currently 167 dealership outlets across 97 cities nationwide
2. Ongoing expansion of the after-sales service network

It wasn’t an ordinary ride. And it wasn’t an ordinary car. When Michael Boneham drove off in a brand new Fiesta from our Chennai factory on May 5, 2010, he was driving away in a very special car. It was the 100,000th Fiesta to come off the line in our Chennai manufacturing facility.

Boneham was justifiably proud of the achievement. “The event marks a new milestone for us,” he said. “Ford Fiesta continues to make us feel proud and is a significant product in our portfolio. The popularity of the Fiesta testifies that more and more customers have been reassured by its quality, features and performance.”

Title: Michael Boneham; Sandip, Exec. Director, Operations; Nigel Wark, Exec. Director, Marketing, Sales & Service and Ram Ramanathan, GM-Vehicle Quality with the 100,0000 Fiesta.

The Fiesta is a significant car for Ford in India in many ways. “The Fiesta has helped to positively shift consumer and dealer perception of Ford cars and added emotional appeal to its rationale strengths,” says Vinothkumar. “It has helped Ford create a strong imagery in the premium B segment and will continue to grab attention among the target consumers for many years.”

In a recent interview to NDTV Profit, Jim Farley, Group Vice President (Marketing and Communications) at the Ford Motor Company, spoke about the vibrancy of the Indian market, the differences between Indian and Chinese car buyers, and challenges of communicating the Ford’s brand promise in India.

About India, he said, “This is a very unique market, the customers are very demanding and they have a pride point in owning a vehicle that you don’t see anywhere else.” Watch the full interview here.