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BUSINESS
On Wednesday, Ford India launched EcoSport, its much-anticipated compact sports utility vehicle, daring rivals with a disruptive pricing strategy. Diksha Madhok met with Ford India's president and managing director Joginder Singh to know more about it all:
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Updated : Mar 19, 2018, 03:04 AM IST
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Will the EcoSport be a game-changer for Ford in India?
It would be more than that. Figo was a game-changer for us in India with its great value for money proposition. We think the EcoSport would be more transformational than that. It has wonderful attributes Ford is known globally for, and then it has features that Indian customers need. We think this is a formula for success.
You said the car might become a big hit with women drivers. Why?
It has six airbags and we use boron steel to construct the frame, making it very safe. It is also easy to drive and park, and we are providing an automatic in petrol. There is a lot of room in the back for kids and for the elderly. It also offers a commanding driving position. These are attributes women drivers would be looking at.
How do you see your market share rising in the coming years?
We don’t talk about market share as such. Currently, we are not there in all the segments. In India, auto is a very dynamic industry where new segments are emerging. With EcoSport, we think we are creating our own space. This segment is going to grow five-fold between now and 2020.
Will India becoming a major export hub for Ford?
Our Chennai facility will cater to the domestic and export demand for EcoSport.
We are exporting the Figo to 37 markets, which are mostly centered around Asia Pacific, the Middle East and Africa. With EcoSport, we are adding some new markets -- Australia, New Zealand, Taiwan and Europe. So, even the mature markets are now coming into our universe of exports.
