Ford India Case Study

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Ford and the Luxury SUV market in Asia
"When I take a look at Ford's growth over the next five to 10 years, we believe roughly 60 % of the growth will be in the Asia Pacific region," said Dave Schoch, president of Ford's Asia Pacific region.
In Asia, China and India have been the top two of the favourite markets for foreign car makers. Both these markets offer a lot of variety in terms of ample number customers belonging to all conceivable economic classes of society. This provides a lot of scope for whichever type of car model you launch in these two markets. China and India will be the big engines for growth, Schoch said. Ford sees China industry sales hitting 32 million vehicles in 2020, up from 23 million in 2013, and doubling to 6 million in India in the same period.
But on the flip side, this has caused crowding of these markets resulting
The new Endeavour SUV marks the third launch for Ford India in the fiscal year 2015-16 after Figo and Aspire. The 2016 Ford Endeavour is based on Ford's T6 platform and retains the Hulk-like personality along with the long stance. The premium SUV is priced between INR 24.75 lakh and INR 29.46 lakh in India. In the premium SUV segment, the all new Ford Endeavour will lock horns with contenders like new Toyota Fortuner, Chevrolet Traiblazer and new Mitsubishi Pajero Sport. But the main competitor will be the second generation Toyota Fortuner when it arrives later this year.
The challenge for Ford in Asia is that many governments there are pro domestic industries. Boosted by government support, the local players are giving a tough time to foreign players, even global players like Ford and General Motors. For example in Japan, domestic brands account for 94 % of sales. Similarly in Indonesia, the top 10 brands are all Japanese, locking up 97 % of the market. Ford has already exited these two key Asian

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