Ford India has slashed prices of its entry level mid-sized sedan Fiesta Classic by Rs.70,000 to Rs. 1,00,000 across variants, with the entry level starting at Rs 4.99 and price top-most variant costing Rs 7.6 lakh.
This repositioning would mean the Classic will now be pitted against sub-4 metre sedans like Maruti Suzuki Dzire, Honda Amaze and the upcoming sub-4 metre sedans from Hyundai and Tata Motors. The dealers were intimated about the decision last week and the new prices will be applicable immediately. When contacted, Ford India confirmed the development. Vinay Piparsania, executive director of marketing, sales and service at Ford India, said the new strategy is in tune with the company's 'Go Further' global promise. "At Ford India, we are committed to deliver on customer expectations by continuous improvements in the value proposition of our products. Ford India has repositioned the Classic starting at Rs 4.99 lakh by optimising efficiencies. The repositioning will make the Classic an even more compelling offer by further enhancing the ownership experience," said Piparsania.
Barring the phenomenal success of its sports utility vehicle EcoSport, the US car maker has found the going tough with the rest of the models. The sales of its hatchback Figo declined 44% in 2013 to approximately 38,500 units. The sales of Classic sedan, too, have been on a downhill, with volumes declining 61% in 2013 to 5,900 units against 15,250 units in 2012.
The re-positioning of the Classic hints at a possible re-positioning of the updated Gloabal Fiesta to be launched in mid this year. The new Fiesta will compete more aggressively with the likes of New Honda City, Hyundai Verna & Volkswagen Vento.
Its to be seen if this is a stock clearance for the Classic before Ford calls it a day for the previous generation model or it is a strategy on the long run to give a run for money to other manufacturers who are battling it out in the sub 4 meter compact sedan segment.
At 4.99Lacs, a 1.6liter petrol engine with 100bhp on tap and the coveted driving and handling dynamics of the Fiesta Classic, it sure makes for one hell of a deal for a common auto enthusiast who cannot plunge lavishly on expensive rides.