Who is smart and who is smarter? Men or women?

There’s never been an end to this raging debate between men and women, so we decided to settle the matter by bringing to life the concept of “smart and smarter” at the launch of the new Ford Figo in Delhi and Mumbai.

For this, we did the daring thing—we got a newly-married couple to slog it out in a live debate in front of the television, print and web media. The couple was Sandeep and Priya, who were smart and smarter, played by the vivacious Gul Panag and the witty Gaurav Kapur.

In this fun and engaging debate, the husband-wife duo took to the stage with India’s favourite quiz master Derek O’Brien. So while Priya said “smart” was great music, cool comfort, and vibrant colours in a car, Sandeep said “smarter” was phonebook and friends, excellent boot space, and enough leg room for his tall frame. As the couple battled on, Derek offered a solution—the Ford Figo with its smart and smarter features!

As we tweeted about the debate, Gul replied: “[I] loved it:) @gauravkapur was the perfect ‘husband’.”

After the debate, Derek asked Michael Boneham, president and managing director, Ford India what he thought “smart” was. Michael responded: “Smart is cost of ownership!” To which Nigel Wark, executive director, marketing, sales and service added, “Smarter is the great pricing!”

We couldn’t agree more.

Soon after the Ford Figo rolled on to the stage, we asked Rahul Gautam, Ford Figo’s brand manager, about the idea behind this unique creative execution. “There are so many little nuggets in this car. The smart and smarter debate was a nice hook between the Figo and connect with consumers,” he said. Like in a relationship, Rahul explained, “It is not about one being better than the other, but how each can compliment the other to make a great couple.”

This debate was designed specially for the Figo’s launch, bringing the car’s features to life. “It drove home the first message about the smart and smarter features of the Figo,” Rahul said.

All those who saw the debate and experienced the Figo later said that the debate was an excellent out-of-the-box idea, and agreed that the car is a great buy. And they’re right—the Ford Figo is indeed a very cool car!

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 as our projects and investments are turning to reality and the completion of our first Ford Figo off this assembly line,” he told our special guests.

Secondly, the Job 1 ceremony was followed by the inauguration of the new engine facility that manufactures the exclusive 1.2L petrol engine for Figo. Dr. M K Stalin congratulated the Ford India team for the new engine plant facility and wished us all the best for the Figo launch.

“Left to right: Dr M.K Stalin (standing in white) Deputy Chief Minister; Sandip Sanyal President & MD, Ford India Ltd,; Tom Chackalackal, VP, Vehicle operation, Ford; Michael Boneham, President & MD, Ford India Ltd; Raj Nair-VP, Operations-APAC, Ford Motor Company”

It was difficult to contain our joy at seeing years of hard work coming to fruition. “It’s exciting to see the first Figo coming to life,” Raj said. “We’re confident that the Figo will be extremely attractive to Indian buyers,” he added.

New Engine Plant

Our new engine plant, with a capacity of 250,000 engines a year, will lead the way in transforming Chennai into a major hub for diesel and petrol engine exports in the coming decade. The plant will quadruple production capacity of the engine manufacturing facility.

Explaining the story behind the plant, Michael stated, “This engine plant was created with a ‘best of the best’ approach. We benchmarked against other competitive facilities globally, as well as the current volume manufacturers in India for quality and production efficiency.”

Initially, the plant will focus on the assembly of both the common rail 1.4L diesel engine and the new 1.2L petrol engine—both to be fitted in the Figo. What’s more, the new line is completely flexible and will have the ability to handle both diesel and petrol engines simultaneously.

With this red-letter day behind us, we’re looking forward to the Figo launch! Stay tuned.