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Ford Figo Targeted at Today’s Indian Driver
When the new Figo hits the streets in just a few short weeks, it will signal Ford's commitment to Indian consumers with a vehicle that is a result of intensive research and aimed squarely at more than 70 percent of the country's new vehicle market.
Part of Ford's US$500-million investment in India, Figo comes to market as a car that has been designed and engineered following months of exhaustive customer clinic research along with thorough engineering in both simulated and actual road tests to ensure the product's reliability, durability and after-sales service are up to the standards expected by new car buyers in India. Figo has been thoroughly engineered to meet customer expectations with a refined ride that delivers excellent fuel economy and withstands the rigors of India's roads.
During the early development stage for Figo, Ford marketers began an in-depth study of the Indian customer. "We really looked at Figo as an opportunity to become more engaged with the customer," explains Nigel Wark, executive director, marketing, sales and service, Ford India. "Figo had to be much more than simply delivering a product."
According to Wark, one of the first priorities was to redefine the segment. With much of the market's growth in the sub-B segment, Ford deliberately set out to offer a car that was more substantial and generous than other segment offerings. The result is a larger, true B car in what is traditionally a smaller package, sub-B segment.
"The Indian automobile industry is evolving rapidly and we are finding that customers are becoming more discerning than ever before," Wark says. "When potential customers look at Figo, we want them to walk away surprised by what they see. For years, we've been seen as offering only premium-priced products in India, and that has kept us as a small player operating in only 20 percent of the market. With Figo, customers will see a premium product offered to the mainstream market at an affordable price. Customers today want to buy products that offer value and make them feel great about making a smart choice."
Figo is a game changer for Ford in India and changing customer perceptions about Ford will be one of the major objectives with Figo. Offering a true B-size car that boasts a substantial package in terms of size, features, powertrains and interior space as an alternative to the smaller sub-B cars is part of Ford's mission with Figo.
The new Figo customer, identified as 'Sandeep' in Ford marketing circles, is 26-27 years old. He holds a professional degree and is ambitious with aspirations of moving up both socially and professionally. Newly married with no children, he lives with his parents or extended family, and strives to maintain a balance between his family and work life.
He is highly optimistic that he will be recognised for his contributions at work and is on his way up the corporate ladder. With his newfound success, an automobile is seen as an exclusive space where he can enjoy freedom from the pressures of work, enjoy music and take his wife out safely at night or pick up friends for an evening out in the city.
Part of the attraction with Figo is that it offers much more than being a simple mode of transportation to and from work.
"Overall the car is larger on the inside with increased luggage capacity,'' Wark says. "You can pick people up from the airport or plan weekend trips with the family. Convenience features in Figo, such as Bluetooth and iPod connectivity, fit our customers' lifestyles."
Attracting customers to Figo was key in the design of the car. With four derivatives offered, each model has a distinct personality.
"We communicated Figo's value and appeal to customers, giving them more starts with design," explains Emily Lai, colour and materials design manager for Figo. "You want a car that connects with you, something you're proud to own and a vehicle that reflects and makes a statement about you."
According to Lai, lowering the cost of a vehicle doesn't mean quality, luxury and character have to be excluded. "You start at a quality baseline and build from there," she adds.
Part of the overall strategy for interiors was to make occupants feel special. Every model is designed to be personal and prestigious. At the Entry level it is about subtlety and harmony. Dark tones in the interior are synonymous with classical elegance. Moving through the lineup and into the High series, sport and sophistication merge into an exciting and unique synergy that's defined with bright chrome exterior accents, a coloured instrument panel and satin aluminium trim through the interior.
Listening to Indian consumers prior to the initial design process, and throughout the customer research clinics, played an important part in the final design of the car, according to Scott Strong, design manager for Figo.
"Sandeep wants to be recognised for his success and an automobile helps him flaunt his achievements and enjoy life driving with family and friends. Our marketing team and potential customers told us continually to come back with more,'' says Strong. "It's Figo's solid design, good stance and contemporary silhouette that is really refreshing. It graduates into the next class of vehicles and certainly looks like more car than you would expect for the money. Small does not have to be boring."
Designers were careful to ensure that the final design communicated that Figo was a legitimate form of transportation and that despite its youthful spirit, it also was mature and smart. "Some manufacturers make the mistake of thinking small cars have to be cute, almost toy like," Strong says. "Figo communicates solidness where people feel safe and actually feel like they are driving a car rather than a toy."
Figo also is about redefining the Ford brand.
What customers see as value and what they take away from a test drive is important according to Wark. "We have to respect the customer's intelligence and discerning ability. It's not enough for us to simply go out and talk about the product's attributes. With Figo, we've actually made it larger. People can view this product and instantaneously feel this car is a smart choice. That's the outcome we're looking for."
Indian consumers have great pride and expect that products meet international standards for quality according to Wark. Knowing that Figo has been designed and engineered to global standards from expertise around the world adds credibility to the end product.
Beyond the vehicle, Ford also has been dedicated to meeting the expectations of customers with a promise of high quality at both the production level and in after-sales treatment for the customer.
The new Chennai plant has been thoroughly upgraded to global standards by taking the best from both competitive makes and Ford's stringent global manufacturing standards. Created with a 'best-of-the-best' approach, the new plant has added 66 robots in the body shop and along the assembly line to ensure that fit and finish are of the highest standards. A new 3-Wet high-solids paint facility is a first in Ford passenger car plants not only in India but globally.
As part of Ford's commitment to customers after the sale, the company is committed to continually driving the cost of ownership to more affordable levels. Programmes like Quick Service and Roadside Assistance, as well as fuel-efficient engines and full service packages that are among the industry's best, are changing the perception of Ford in India.
Courtesy: Ford India
Part of Ford's US$500-million investment in India, Figo comes to market as a car that has been designed and engineered following months of exhaustive customer clinic research along with thorough engineering in both simulated and actual road tests to ensure the product's reliability, durability and after-sales service are up to the standards expected by new car buyers in India. Figo has been thoroughly engineered to meet customer expectations with a refined ride that delivers excellent fuel economy and withstands the rigors of India's roads.
During the early development stage for Figo, Ford marketers began an in-depth study of the Indian customer. "We really looked at Figo as an opportunity to become more engaged with the customer," explains Nigel Wark, executive director, marketing, sales and service, Ford India. "Figo had to be much more than simply delivering a product."
According to Wark, one of the first priorities was to redefine the segment. With much of the market's growth in the sub-B segment, Ford deliberately set out to offer a car that was more substantial and generous than other segment offerings. The result is a larger, true B car in what is traditionally a smaller package, sub-B segment.
"The Indian automobile industry is evolving rapidly and we are finding that customers are becoming more discerning than ever before," Wark says. "When potential customers look at Figo, we want them to walk away surprised by what they see. For years, we've been seen as offering only premium-priced products in India, and that has kept us as a small player operating in only 20 percent of the market. With Figo, customers will see a premium product offered to the mainstream market at an affordable price. Customers today want to buy products that offer value and make them feel great about making a smart choice."
Figo is a game changer for Ford in India and changing customer perceptions about Ford will be one of the major objectives with Figo. Offering a true B-size car that boasts a substantial package in terms of size, features, powertrains and interior space as an alternative to the smaller sub-B cars is part of Ford's mission with Figo.
The new Figo customer, identified as 'Sandeep' in Ford marketing circles, is 26-27 years old. He holds a professional degree and is ambitious with aspirations of moving up both socially and professionally. Newly married with no children, he lives with his parents or extended family, and strives to maintain a balance between his family and work life.
He is highly optimistic that he will be recognised for his contributions at work and is on his way up the corporate ladder. With his newfound success, an automobile is seen as an exclusive space where he can enjoy freedom from the pressures of work, enjoy music and take his wife out safely at night or pick up friends for an evening out in the city.
Part of the attraction with Figo is that it offers much more than being a simple mode of transportation to and from work.
"Overall the car is larger on the inside with increased luggage capacity,'' Wark says. "You can pick people up from the airport or plan weekend trips with the family. Convenience features in Figo, such as Bluetooth and iPod connectivity, fit our customers' lifestyles."
Attracting customers to Figo was key in the design of the car. With four derivatives offered, each model has a distinct personality.
"We communicated Figo's value and appeal to customers, giving them more starts with design," explains Emily Lai, colour and materials design manager for Figo. "You want a car that connects with you, something you're proud to own and a vehicle that reflects and makes a statement about you."
According to Lai, lowering the cost of a vehicle doesn't mean quality, luxury and character have to be excluded. "You start at a quality baseline and build from there," she adds.
Part of the overall strategy for interiors was to make occupants feel special. Every model is designed to be personal and prestigious. At the Entry level it is about subtlety and harmony. Dark tones in the interior are synonymous with classical elegance. Moving through the lineup and into the High series, sport and sophistication merge into an exciting and unique synergy that's defined with bright chrome exterior accents, a coloured instrument panel and satin aluminium trim through the interior.
Listening to Indian consumers prior to the initial design process, and throughout the customer research clinics, played an important part in the final design of the car, according to Scott Strong, design manager for Figo.
"Sandeep wants to be recognised for his success and an automobile helps him flaunt his achievements and enjoy life driving with family and friends. Our marketing team and potential customers told us continually to come back with more,'' says Strong. "It's Figo's solid design, good stance and contemporary silhouette that is really refreshing. It graduates into the next class of vehicles and certainly looks like more car than you would expect for the money. Small does not have to be boring."
Designers were careful to ensure that the final design communicated that Figo was a legitimate form of transportation and that despite its youthful spirit, it also was mature and smart. "Some manufacturers make the mistake of thinking small cars have to be cute, almost toy like," Strong says. "Figo communicates solidness where people feel safe and actually feel like they are driving a car rather than a toy."
Figo also is about redefining the Ford brand.
What customers see as value and what they take away from a test drive is important according to Wark. "We have to respect the customer's intelligence and discerning ability. It's not enough for us to simply go out and talk about the product's attributes. With Figo, we've actually made it larger. People can view this product and instantaneously feel this car is a smart choice. That's the outcome we're looking for."
Indian consumers have great pride and expect that products meet international standards for quality according to Wark. Knowing that Figo has been designed and engineered to global standards from expertise around the world adds credibility to the end product.
Beyond the vehicle, Ford also has been dedicated to meeting the expectations of customers with a promise of high quality at both the production level and in after-sales treatment for the customer.
The new Chennai plant has been thoroughly upgraded to global standards by taking the best from both competitive makes and Ford's stringent global manufacturing standards. Created with a 'best-of-the-best' approach, the new plant has added 66 robots in the body shop and along the assembly line to ensure that fit and finish are of the highest standards. A new 3-Wet high-solids paint facility is a first in Ford passenger car plants not only in India but globally.
As part of Ford's commitment to customers after the sale, the company is committed to continually driving the cost of ownership to more affordable levels. Programmes like Quick Service and Roadside Assistance, as well as fuel-efficient engines and full service packages that are among the industry's best, are changing the perception of Ford in India.
Courtesy: Ford India
Related News:
New Ford Figo brings kinetic design to India’s small car market
Ford India registers impressive 22% yoy sales growth in Feb 2010
Ford to Introduce New Mercury Small Car in 2011
Ford Chennai plant begins production of Figo 1.2L engine
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The World of Car Sales: What Everyone Buying a Car Should Know
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