Ford India is currently focusing on expanding its market share including raising the local content of its vehicles, expanding the dealer and service centre networks and entering new segments, Ford India is adopting new expansion strategies.
Michael Boneham, president and managing director of Ford India said “We have current set of products and are moving into new segments in which we are not present now.” He also said that the company would expand its dealership and service centre networks to the tier II and III cities and invest $500 million for expanding capacity.
In addition to this, Ford India is now outsourcing the aluminium cylinder blocks from the Pune-based Jai Hind instead of importing them from Europe. Mr. Nigel E. Wark, the company’s executive director said “The local content in our Ford Ikon and Ford Fiesta models are 90 percent and 85 percent respectively.”
“The concept has been implemented in 24 dealership outlets located in Mumbai, Hyderabad, Bangalore, Delhi and Chennai. We will expand this to other dealerships as well,” Wark said.
Later, Boneham flagged off the 20,000-km Ikon cross-country drive, organised jointly by Ford and Autocar India. He said the journey would thoroughly test the vehicle as it would traverse different kinds of Indian roads, while touching 26 state capitals and three union territories in46 days.
Kapil Jagga
PGDM 3rd Sem.
Sec-B
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