1. Presented By:

2. • About Ford India
• The Need Of New Car
• Concurrent Engineering At Ford Figo
• Development Of Ford Figo
• Marketing Of Ford Figo
• Exhibit’s
• Want A Figo Test Ride?

3. FIGO ECO-SPORTS
ENDEAVOUR
FIESTA
BCG MATRIX
• A USA based company
• Started in India in 1995
• Escort (c segment) its first car in
India
• Nigel Harris has been appointed
President of Ford India, effective
February 1, 2014
• Sold 11,935 vehicles in Jun 2014, up
36% from 8,771 units in Jun 2013.

4. • About Ford India
• The Need Of New Car
• Concurrent Engineering At Ford Figo
• Development Of Ford Figo
• Marketing Of Ford Figo
• Exhibit’s
• Want A Figo Test Ride?

5. High
1. Few quality Indian
suppliers
2. Few players providing car
connectivity devices.
Moderate
1. Existing company can
come up with new car
in this segment.
2. Difficult for a new
company to setup
new plant
High
1. Customers have more
options to choose from
Moderate
1. Introduction of
Metros in cities.

6. OLD YOUNG
Tech-Savvy
Tech-Ignorant
SANDEEP

7. • About Ford India
• The Need Of New Car
• Concurrent Engineering At Ford Figo
• Development Of Ford Figo
• Marketing Of Ford Figo
• Exhibit’s
• Want A Figo Test Ride?

8. IDEA
GENERATION
Idea Screening
CONCEPT
DEVELOPMENT
PRODUCT
DEVELOPMENT
TESTING
MARKET
PRODUCT
LAUNCHING

9. • About Ford India
• The Need Of New Car
• Concurrent Engineering At Ford Figo
• Development Of Ford Figo
• Marketing Of Ford Figo
• Exhibit’s
• Want A Figo Test Ride?

10. Chief creative officer and managing partner
Bobby Pawar and Blue Hive (JWT)creative director criticized for
advertisements .
"Leave your worries behind“
Silvio Berlusconi in the driver's seat with three scantily clad women
sitting gagged and bound in the trunk

11. • About Ford India
• The Need Of New Car
• Concurrent Engineering At Ford Figo
• Development Of Ford Figo
• Marketing Of Ford Figo
• Exhibit’s
• Want A Figo Test Ride?

14. Figo Maruti Swift Tata Indica V2 Hyundai i20
Model Petrol/diesel Petrol/diesel Petrol/diesel Petrol/diesel
Engine Power 70.02bhp(p)
68.05bhp(d)
87bhp(petrol)
75bhp(diesel)
64-70bhp(p)
53-69bhp(d)
79-100bhp(p)
89bhp(d)
Seating Capacity 5 5 5 5
Length 3795mm 3760mm 3675mm 3940mm
Torque 102nm @
4000rpm
113Nm @
4500rpm
140Nm @
3000rpm
220Nm @
1750rpm
Fuel efficiency
(in Kmpl)
17-20(d)
12.3-15.6(p)
14-18 (d)
12-17(p)
12.2-16.6 (d)
10.5-14.5(p)
19-22.6 (d)
11.3-16.1(p)
Max speed 160kmph 160 kmph 135 kmph 156kmph
price 3.88-6.5L 4.42-6.71L 3.98-4.8 L 4.81-7.77L

15. PROS
• price
• Very spacious
• Lowest maintenance cost
• Good ride quality
• Bluetooth
• Comfort
• Mileage
• Music system
• Handling
• A/C
• Good stereo
CONS
• Enough power (68-
70bhp)
• Not the most stylish
inside and out.
• Low pickup
• Engine noise

16. • About Ford India
• The Need Of New Car
• Concurrent Engineering At Ford Figo
• Development Of Ford Figo
• Marketing Of Ford Figo
• Exhibit’s
• Want A Figo Test Ride?