The Ford struggle

Ford in India has been known to divide opinions ever since it landed on our shores in 1995. It has gone through a lot of undulations in the last 20 years of its journey in India. Quite symbolic one would say, considering how undulating the roads are in our country.

Nevertheless, the situation has vastly improved over the last 20 years for the roads and fortunately, for Ford as well.

The launch of the Ford Ikon in 1999 was meant to be an Icon in every true sense but it failed simply on reliability and 'ease of usage' grounds. The 1.6 ltr ROCAM was a good performer but not the quite the consistent one unfortunately. Plus too many niggles for even a patient consumer.

Then came the Ford Fiesta in 2005 and with it, brought success and strong footing for  Ford India Pvt. Ltd(FIPL). It brought stability to the Ford stable in form of its high sales number, build quality and most importantly driving performance and pleasure. Even 10 years after its launch, it still remains one of the most complete driver's car in its segment. Even though one would question their initial choice of brand ambassador in the form of Mr. Abhishek Bachchan but still it would be safe to say the Fiesta managed a lot more success than the former did. The 1.6S especially was and still is a gem of a car with exceptional engine performance and body dynamics. Infact, Top Gear Magazine says if BMW were ever to build a car in this segment, Ford Fiesta should be their reference and guide for it.

For 5 years, the fiesta carried FIPL on its shoulders and then came the little brother, The Figo in 2010.

It gave Ford the brand credibility it desperately needed as it was perceived that it is easier to have one successful model than having two as it would mean the company is genuinely doing a good job at understanding its targeted customer base. The Figo was a Fiesta without a boot to say in an enthusiast's tone. Excellent steering feedback and good engine performance were it's soul. Plus it was priced perfectly.

NOW its 2015. The Fiesta( now known as the CLASSIC) is 10 years old, has sold 1,80,000 units and is still a great car, it has had it's fair share of ageing and is failing to appeal to modern day customer. The Figo has done what it was intended to do i.e. establish Ford in the Indian market.

So In comes the EcoSport, the Titan. 

The Compact Urban SUV with the same EcoBoost engine which holds the 11th fastest lap time at the legendary 'Green Hell' Nurburgring circuit in Germany. A time which is faster than the likes of Lamborghini Aventador and Ferrari Enzo. That really says a lot about Ford. Check it out yourself :

http://www.motorauthority.com/news/1078947_1-0-liter-ford-ecoboost-beats-ferrari-enzo-at-nrburgring

No doubt the engine in the Ecosports is of a different tune to the one which set the lap on Nurburgring but still, it is the same engine.

Where Ford has historically always taken a beating is in completely understanding the Indian customer. For example, the new Ford Fiesta which debuted in 2011. The car was quite good mechanically and gave superb driving pleasure. The Electronic Powered Steering unit was set up just perfect so as to give a pseudo hydraulic powered steering feel as the speed progressed. All looks good? Right? So where was the flaw which never allowed it rise?

Three points need to be looked at :

1. The Looks.

2011 Fiesta turned out to be a car which clearly divided opinions when it came to looks and appeal of the car. You either like dit or ended up despising it. The front end was fine to an extent but the rear was quite literally, shabby and bulky. Coupled with those over swelled tyre arches above the rear wheels and then the tail lamps were an altogether different kind of a misery. It looked like a poor execution of what must have started out as a good design.

2. Interiors

The rear seats had no space to seat 3 fully grown adults comfortably. The leg room was nowhere near what the competition was offering.  This is where I feel ford missed the trick. Most of the Indian customers searching for cars in this price bracket are settled family persons so they need to have space in the rear and it should be comfortable as well. 

3. The pricing

The pricing of the fiesta by ford almost spoke of arrogance and it reflected on the price conscious Indian customer as well. For a car with huge potential benefits and unfortunately even larger potential drawbacks the pricing was the final nail in the coffin.  This act set the fiesta on a downhill slope from which it never really recovered. Even the the NEW Fiesta with all its updates and better pricing package couldn't revive what once used to be a legendary brand in the Indian household. 

But, not all is bad. The Fiesta still remains one of the best driver's car in the market. Although the EPS can never replicate the feel of the HPS but it still is better than what Volkswagen offers.

It is really such a shame that Ford is going to discontinue the Fiesta along with its Figo and the Classic.

This truly is, the end of an era.