Ford India is going against the notion as compared to the other manufacturers in the Indian auto industry.
While majority of the other manufacturers are going for a price hike of their products, Ford India is more focused on slashing prices of their two brands – Figo and Aspire, both of which have under-performed in the market.
As per the latest announcements from Ford India, there has been a price cut of INR 91,000 and INR 50,000 on Figo and Aspire basis the variants of the brands. Both of these haven’t performed as per expectations, and it is pre-empted that price could be a significant factor of its under-performance.
The manufacturer has even reduced the production of these brands by half in the beginning of the year.
Amongst the different variants, the Ford Figo Aspire Titanium trim has seen the maximum slash in price. The 1.2 liter petrol vehicle saw a reduction in price from INR 6.9 lakh to INR 5.99 lakh.
Other than that, the Titanium+ trim has experienced a price cut of INR 65,000 (from INR 7.45 lakh to INR 6.8 lakh). The prices of other brands – apart from Titanium series, however, have remained same.
On the other hand, Ford India has formally announced that the manufacturing procedure of the car has remain unchanged – the price cut is simply to push these models to the market, and price it aggressively against its competitors.
However, it is still far from competing with Maruti Suzuki Swift Dzire which is priced at INR 6.22 lakh.