Ford India’s Future Plans: No Revival for EcoSport, Figo, & Aspire
Ford’s return to the Indian automotive market has been a subject of much anticipation, especially regarding the potential revival of popular models like the EcoSport, Figo, Aspire, and Freestyle. However, recent insights from Ford insiders reveal a significant departure from these expectations.
The Closed Chapter
An insider disclosed, “That chapter [mass-market internal combustion engine models] is closed. Our internal combustion engine play in India will only be limited to T6 products.” This statement directs attention to Ford’s focus on models like the Everest and Ranger pickup, both built on the T6 platform.
This strategic pivot marks a definitive decision that iconic models such as the EcoSport, Figo, Freestyle, and Aspire will not be reintroduced in Indian markets. The rationale behind this move stems from the challenges Ford encountered in the mass-market segments, characterized by sluggish sales and narrow profit margins, leading to the company’s exit in 2021.
Shifting Priorities
The decision is also reflected in Ford’s divestment of its Sanand facility to Tata Motors, where some of these models were manufactured. It underscores Ford’s commitment to prioritizing financially sustainable avenues. Even the Maraimalai Nagar facility in Tamil Nadu faced viability challenges, further cementing the decision to refrain from launching smaller petrol and diesel-powered models.
While enthusiasts may lament the absence of these familiar models, Ford’s strategy aligns with the evolving dynamics of the Indian automotive landscape. Competitors like the Mahindra XUV 3XO, Kia Sonet, Hyundai Venue, among others, are offering feature-rich vehicles with advanced driver-assistance systems and premium features at competitive prices.
Ford’s Road Ahead
The path forward for Ford in India entails a deliberate approach. While the Everest and Ranger are under evaluation for local assembly at Ford’s Chennai plant, the timeline remains uncertain. Production decisions are contingent on the company’s evolving EV strategy, currently in the planning phase.
“We cannot build the Everest in isolation as it has to fit into one integral production plan with other products too,” shared a company insider. This approach may postpone the Everest’s manufacturing in India to late 2025 or even 2026. However, to bridge this gap, Ford contemplates importing a limited number of units as a temporary measure to expedite its market re-entry.
Why is Ford not reintroducing models like the EcoSport, Figo, Freestyle, and Aspire in India?
Ford’s decision stems from challenges in the mass-market segments, including slow sales and thin profit margins, leading to a strategic shift towards focusing on T6 platform products.
What are Ford's key priorities in its Indian market strategy?
Ford is prioritizing financially viable avenues, including the potential local assembly of the Everest and Ranger, aligned with its evolving EV strategy.
How does Ford's decision align with the current trends in the Indian automotive landscape?
Ford’s decision reflects the competitive landscape where feature-rich competitors offer advanced technologies and premium features, necessitating a strategic realignment.