Figo: A compact car launched in India

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Ford which is American based Automotive company recently launched compact(small) car in India. As I had earlier posted that in India small car segments is going to give very tough competition within the segments and outside as well. Name of the car is"FIGO". This car has made using 90 percents local components even local color specially for Indian market. Target group of this car is newly married couple and ambitious professional. If we talk about player in this extremely competitive market is followings: well established Maruti Suzuki and Hyundai and also Nano from Tata motors, Beat from General motors. new entrants are Volkswagen, Honda, Toyota, Fiat and Renault& Nissan. this car is in two version diesel and petrol as well. Price of this car is 3.49 lac for petrol with mileage of 15/km where as 4.47 lac for diesel with mileage of 20/km. Figo is totally made for Indian market with using local components. Positioning of car is "Car for Sandeep", which means person who is married couple and young professional. car has very low maintenance cost. According to research done by company says in Indian market mostly problem occur in engine oil, brake fluid, filter, door and bumpers. so, Company has made all these things very durable. company is providing various unique service like 24 hours free road service till 2 years from day of purchase. lets see how far it would be successful in Indian market.
My analysis is they will face very tough competition from Maruti Suzuki and Hyundai which is well established in Indian. According to me price is little bit high but company can win if they come true on promise along with company reputation. Being an foreign company car has Indian touch so, this is also that how customer perceived it.

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