We hope you enjoyed our earlier post in which Ford owner Anish Iyer spoke about his Ford Fiesta. This is the second part of our Ford Car Lovers Speak series.

Meet Manishi Dutt from Mumbai, who fell in love with Ford more than two decades ago, when he rented a Ford Escort in Germany. Back in India, he got rid of his old car for a Ford Ikon, and has bought three Ikons ever since – he upgraded to the next Ikon everytime Ford introduced an upgraded version. Today, Manishi owns a Fiesta.

To begin with, we asked him, “Why Ford?” and Manishi passionately admitted to having become attracted to the unusual styling of the Ikon, a liking that stuck with him through the years.

“Unlike other cars in those days where one always had to struggle with power, I never felt the lack of power in the Ikon,” he continued, “There was enough reserve power to pull up under any circumstances. Besides the power, the driver’s confidence was of paramount importance. What matters is also not just the braking and handling, but the complete package.” Manishi had tremendous confidence in Ikon and continues to feel the same about his Fiesta.

He shared with us an experience he had with his Fiesta. “In the last two years, I have done several trips on the Expressway enroute to Pune from Mumbai, in all sorts of weather. Even in the monsoon, when I touched 160 kmph, the car was rock-stable. The most memorable incident happened during the monsoon once. We got diverted into very steady terrain and then there was no road to speak of. We came onto a particular off-road stretch, where there were boulders, rocks, and mud, and it was raining. At one point the car was tilted at around a 45-degree angle and my wife and daughter were quite scared that the car would topple over. But I had no such fears. I got out of the car to inspect the terrain, and at some point I thought that I would ring up a friend in the navy to please send a rescue team to pull the car out. But with gentle pressure and with very little traction on that surface, we were able to reach home safely.”

Manishi added that his fifth car would be a Ford, despite his wife having the opinion that they should try owning another brand. But, for one who has felt the Ford difference, it is hard to change loyalty. As Manishi explains, “If I have something good, why I should go for something inferior? That doesn’t mean I will not survey the market, but so far, I have not felt the need for that.”

Hear more from Manishi in the video below:

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.”

Title: Michael Boneham president and managing director, Ford India and Ford India employees give the 100,000th Fiesta a big thumbs up.

The six-figure mark is just another milestone in Fiesta’s successful run on the India roads since its launch. The premium sedan has won rave reviews and coveted awards during its 5-year journey. The special edition Fiesta 1.6 S was adjudged the Best Drivers’ Car amongst top 10 cars by Formula-1 driver Narain Karthikeyan in 2008. Fiesta was ranked No. 1 in ‘Total Customer Satisfaction in the Diesel Midsize Segment’ in the TNS Automotive 2009-TCS Study.

Title: 100,000th Ford Fiesta

While these awards mean a lot to us, what truly motivates us is the appreciation and support of those who drive and ride in the Fiesta. People like Anoop Jain. Here’s what he had to say: “Ford Fiesta has been an excellent experience for me and my family in terms of the driving dynamics. There is no comparison with Ford Fiesta when it comes to safety and experiencing the delight of driving. I have booked the new Figo as well, as my experience with Ford cars has been an amazing one.”

Title: Employees celebrating 100,000th Fiesta roll-out.

Or someone like Sandeep Gulati, whose favourite weekend companion, apart from his family, is the Fiesta. “Ford Fiesta has always been an amazing driving experience to the hill stations like Nainital where the roads are rough and bumpy. Fiesta makes the overall drive experience a very smooth and pleasant one,” he says.

Such words are a constant source of inspiration to all of us at Ford. Go Fiesta!

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 package. We can’t wait to see it on the roads!

Price information:

Prices start from Rs 3,49,900 for the petrol, and Rs 4,47,900 for the diesel.

Ford Figo EXI petrol Rs.3,81,900 & diesel Rs.4,72,900

ZXI petrol Rs.3,99,900 & diesel Rs.4,96,900

Titanium petrol Rs.4,42,900 & diesel Rs.5,29,900

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!

What do you do when you want to spread the message of peace all over the country? Why, you drive through it, of course!

Dilpreet Singh Bindra, director of catering sales at the Taj Palace Delhi, drove across India in a 13,000-km journey in his Ford Fusion, connecting with Taj employees and the people of India in the spirit of unity and harmony. The journey ended at the Taj hotel in Mumbai, where the devastating terrorist attacks in November 2008 occurred.

And why the Ford, we asked Bindra. “I bought my Ford Fusion in 2008 and I just love it. I have a sense of safety and security when I’m behind the wheel of a Ford,” he replied. Hear, hear! Here’s to peace and to Ford!

Read more about Bindra’s journey here.

The Ford Figo, which we unveiled last month, garnered much attention in India and around the world. From the common man to the world’s leading news publications — everyone is talking about it. For this fabulous new car, we have a fabulous factory — our rejuvenated integrated manufacturing plant in Maraimalai Nagar, Chennai.

The plant has undergone a comprehensive transformation in the past 21 months. This makeover is part of a $500 million investment, and has shaped the factory into an expanded and state-of-the-art automobile manufacturing facility. And why not? After all, the plant is readying for volume production of the Ford Figo. What’s more, the new facility is poised to become a strategic production hub for the Ford Motor Company.

The plant was originally set up in 1999 with a manufacturing capacity of 100,000 vehicles a year.  Post-expansion, the capacity has doubled to 200,000 units. The manufacturing footprint will also house a new engine manufacturing facility to make Ford India a production hub for low-displacement engines, coming up to an installed capacity 250,000 units, due next year. We have enlarged the plant complex from 250 to 353 acres, with 60 percent of built-up area. The remaining acreage comprises lawns and a green belt.

Here’s what else has changed at our plant:

• We move from manual assembly to 30 percent automated assembly, thanks to a flexible body shop that can produce different types of car bodies on one line
• There’s a new paint line featuring the high-tech three-wet high-solids finishing process
• We now have a dedicated testing facility with a 3.2-kilometre quality testing circuit, a squeak-and-rattle testing track for finished vehicles and dynamic water wading test-bed
• New stamping press line with automated crossbar technology
• Extension of the trim and chassis assembly line for flexible assembly of different models.
• New lean manufacturing techniques that are enabled by multiple computer systems, especially useful for build-to-order production of parts and components from the adjacent 35-acre supplier park.

Over the next few posts, we will take you through some of the best features of our plant. Stay tuned!