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Ford India to launch industry’s biggest brand transformation campaign

New Ford Figo Review (4)

The new Ford Figo is selling less than its predecessor.

In an attempt to gain more acceptance in the market, Ford India is reported to launch the auto industry’s biggest transformation campaign which is estimated to cost around INR 204 crore. Last time a brand invested heavily on its transformation was when Hero Motocorp sought to emerge stronger after the split from Honda in 2011. That project was valued around INR 175 crore.

Livemint reports that according to its sources within Ford India, a survey conducted by the company for over two years revealed that its customers are drifting away from the brand. The survey indicated that this is happening due to a trust deficit.

New Ford Figo Review (6)

A survey conducted by the company for over 2 years indicated that trust deficit is the reason for customers drifting away from the brand.

The massive brand transformation campaign is aimed at eliminating this deficit by improving transparency and efficiency of after sales service. The American automaker is also planning to introduce a cap on routine maintenance cost so that customers know how much they need to pay even before making their bookings. If the dealer charges them extra, the additional amount will be reimbursed in full and an inquiry will be initiated against the dealer.

The company is also reportedly planning to publish the cost of spares on its website to promote transparency. Measures will be taken to get the cars serviced in 90 minutes and provide a loaner car if the repairs take more than 24 hours.

New Ford Figo Review (43)

The company will be focusing on reducing service cost and increasing transparency as a part of its massive brand transformation campaign.

Also read – New Ford Figo hatchback review

It’s to be noted that the new gen Ford Figo hatchback’s sales figures are less than what its predecessor managed (around 1,200 units per month) when it was phased out. This clearly indicates prospective buyers of the old Figo were not convinced by the new-gen model. Ford India is hoping that this transformation campaign will provide results.

Ford Figo – Photos

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About the author

Nithyanandh Karuppaswamy

Winner of national level automotive quiz competitions, Nithyanandh aka Nithz jumped into the blogosphere right after gaining a degree in Mechanical Engineering. Love for automobiles and an even greater drive to share his knowledge with the automotive community, Nithz is Deputy Editor at RushLane.

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1 Comment

  • Nice initiative from Ford.

    On another note, looks of a vehicle is very important. New Figo was over hyped from the beginning. May said its grille looks like Aston-Martin. Really ?

    Ford divert itself from what it is known for – handling. New Figo does not have hydraulic steering nor it is best handling. Also the build quality, materials are bad compared to previous Figo.

    In an attempt to reduce price they are losing what they are renowned for. If Ford is as mediocre as other vehicles why would anyone buy Ford ? There are plenty of Suzuki showrooms in India.

    Ford need to learn its lesson from Harley Davidson. They never went out from their receipe. Harley’s engines are crude, slow, heavy yet they are successful in selling than almost all premium vehicles combined. They have their charisma. Harley never went mad and created a Ducati Panigale rival.

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