“We have a much stronger product than market leader”
evo India|May 2018

“We have a much stronger product than market leader”

At the end of 2016 we crafted our Strategy 2.0

We want to be the most trusted automotive and mobility solutions brand in India. We believe the way to get there is to build a sustainable and profitable business. To do that, I need to get four things right - strong brand, right products, competitive cost and effective scale.

Brand gives you the power in terms of revenue

You can price for it or you can monetise it through volume. We have focused the brand on ensuring that our dealership experience is much better than where we have been in the past. The ‘Ford Guest Experience’ programme has been rolled out to 60 percent of our stores, both for sales and service. From being the bottom quarter in JD Power rankings for the past 15-20 years, for the first time in our history, we are in the top three. We know from research that by the time we get to 2020, the number one reason to buy a product will not be the specification or price; it’s going to be the service experience we are able to deliver.

We are dispelling this myth of cost ownership

If I ask you which brand comes to your mind in terms of maintenance and being the most cost effective, I can tell you that Ford can be 6-12 percent cheaper than them. Scheduled serviced for the Freestyle are at least 24 percent cheaper than our nearest competitor. The maintenance cost of a Ford today is less than `5,000 for a year even in the fifth year of service. Unlike other OEMs where you have twice a year of scheduled services, we have an interval of once a year. When the Figo was launched in 2010, we had only 200 sub assembly parts and today I have got 800. We worked on localisation. Earlier we used to launch products with 60-65 percent of localisation, today we are at 85 percent localisation and we are pushing the envelope further.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM EVO INDIAView All

IT'S A JEEP THING

The mighty Wrangler is as capable as ever and now it’s made right here in India

10 mins read
evo India
May 2021

ICON - RUF RTURBO

More powerful than Porsche’s contemporary GT2, the 347kmph Rturbo was once the fastest new production car money could buy. Today, almost two decades later, it remains as desirable as ever

10+ mins read
evo India
May 2021

HEAVY HITTERS

Goldy Nagdev has a seriously impressive fleet of enthusiast-cars at his disposal, and the Thar is the latest one to join the lot. Where does it fit in to his garage?

7 mins read
evo India
May 2021

THE GENIUS OF KARI

A beautiful balance of power vs grip marks out the McDowell 1000, the last indigenous sports car to be raced in India and a reminder of the engineering genius that was S Karivardhan. We drive one of only two still in existence

6 mins read
evo India
May 2021

“THIS WILL DEFINITELY DRIVE LIKE A VOLKSWAGEN”

Says managing director of SAVW, Gurpratap Boparai, the man helming the technical, engineering and production teams that brought the mid-size SUV to production

3 mins read
evo India
May 2021

WILL IT SLIDE?

Only one way to find out…

6 mins read
evo India
May 2021

DEAR ENTHUSIAST

A barrage of enthusiast-focused hatches have come, and we’re at your service to tell you which one is best

10 mins read
evo India
May 2021

BLOODLINE

From ’60s Daytona through to today’s 812 Superfast, Ferrari has offered an unrivalled series of front-V12 powered super-GTs. We drive five of the best

10+ mins read
evo India
May 2021

BEAUTY & THE BEAST

The Trans Arunachal Drive 2021 was a road trip of epic proportions through the state of Arunachal Pradesh, and what better way to explore it than from behind the wheel of the Mahindra Thar

4 mins read
evo India
May 2021

Future Is SUVW

With the Taigun at its core, Volkswagen India are doubling down on their SUVW strategy for India

5 mins read
evo India
May 2021