Originally Posted by Easternjack
The thing is Ford thought that they are Maruti and when they introduced the Figo twins after a succesful Ecosport sales they thought it was going to be a runaway succes overnight due to its Aston Martinesque good looks and a powerful competent engine in the form of the 100BHP diesel while diverting away from their core values of building a good handling car. And then they tried their half hearted marketing strategy and then it happened. The Figo twins almost bombed. Mind you they still sold in 1000 plus units which is still good by ford sales standards but it is nowhere near lighting the market on fire. Of recent I see that their marketing department has about woken up from their slumber. Ford is not Maruti or Hyundai or even Tata where the mass market customers will simply walkin to your showroom and buy a Figo. When the customers don't come to you, you have to go to the customers. When a prospective Maruti customer walks out dejected due to the long waiting period you have to be there to poach him. As a Bank Manager I have always dealt with the likes of Tata's and Marutis who make that effort to come down to the Semi Urbs and make that connect with the customer but never a Honda or a Ford or the other laggards. One can find a Maruti showroom every 30-40km but still Maruti will come down and do events often to highlight their products. But over the past few months this seems to be changing. For the first time in May the Ford people wanted to do event to promote their car. I see the ford people running around chasing customers. I see more ads on TV and Print. So it is their collective effort that will bear them fruit and one can already see better figure in their June Sales and hopefully they did better in July. The Figo twins are a good car but Ford needs to do more to sell the car and not sit lazy on their succes.
Its true Ford has skimped a lot of its DNA to make the B526 Figos, but the result is again as per me the best in class, sure Tata too shares this position along with Ford as of now,
The old Figo didnt necessarily succeed because of its handling, back in 2010 Figo and Swift were the only cars with diesel engines, that was the major reason why the MK I Figo saw huge success in form of 10k units per month which declined to under 1k units by 2014 due to introduction of Hyundai,Nissan,Renault,Bolt, all kinds of diesels from all sides,attacked B526 Figo
As of now,its not entirely Fords fault , the market is over crowded,
I mean one can get more than 4 choices of petrol,diesel,hatch,compact sedan,micro compact suv,etc in a small price bracket between 4-8 lakhs,
I am sure the Suzuki Ignis launch will make things even more worse for Figo and some brilliant products like Tiago, thats how crowded and sectored our market is, advertising sure does improve chances for Ford to stay in market but periodic face lift is a must,
Ford will face lift the Figo twins by 2017 Nov-Dec with a new Dragon 1.2 l DI petrol mill,a few interior changes to the ageing mobile phone inspired console with touch screen,and some bonus features too. This is essential as by 2017 Swift is going to create a huge vaccum that will suck out a lot of averagr sellers out,and Figo being one will need something like this a periodic face lift to keep on going.