By Ford India’s decision to not reintroduce the EcoSport and Figo models in the Indian market marks a significant shift in its strategy. These iconic models, once popular among Indian consumers, will now remain absent from showroom floors, signalling Ford’s focus in a different direction. The anticipation surrounding Ford’s comeback in India was palpable, especially considering the success of models like the EcoSport and Figo in the past. However, enthusiasts were met with disappointment as Ford revealed its plans, indicating a departure from smaller combustion-engine models positioned below the Endeavour SUV.
The decision is part of Ford India’s broader strategy to concentrate on larger vehicles, particularly those based on the T6 platform, such as the Everest SUV and Ranger pickup truck. This strategic pivot reflects Ford’s acknowledgement of the challenges faced in the Indian mass-market segments, where slow sales and thin profit margins prompted the company’s exit in 2021. Furthermore, Ford’s divestment of its Sanand facility to Tata Motors underscores its disengagement from segments where profitability is elusive. Even sustaining operations at the Maraimalai Nagar facility in Tamil Nadu proved financially untenable, rendering the retooling of the plant economically unviable.
While the Everest SUV and Ranger pickup are being evaluated for local assembly at Ford’s Chennai plant, the timeline for production remains uncertain. Ford’s decision hinges on its evolving electric vehicle (EV) strategy, which is still in the nascent stages of development. Despite the absence of the EcoSport and Figo, Ford’s return to the Indian market with models like the Endeavour indicates a strategic realignment aimed at capitalizing on segments with greater potential for profitability. As the automotive landscape continues to evolve, Ford’s adaptation underscores the imperative of strategic agility in a dynamic market environment.
