Ford To Add Josh In South With 1.8 Ikon Diesel

Ford India Ltd, a subsidiary of Ford Motor Company, today announced its plans to launch a 1.8 litre diesel variant of its popular model -- Ford Ikon -- later this month.

The variant, which will be priced at Rs 7.52 lakh (ex-showroom Chennai), is expected to cater to the strong demand for diesel cars in the south.

Randy Shockley, vice-president (marketing and sales), Ford India, said: "As Ford Mondeo will be launched in both petrol and diesel variants, the launch of the 1.8 litre diesel will help us better understand the market". He said all preliminary work for the launch of Mondeo in December was going on as per schedule, adding that the entire supply chain has been geared up for the launch.

On the launch of Honda Accord and Hyundai Sonata in the premium D-segment, he said: "Though we are planning the launch only in December, we do not consider ourselves as a late entrant in the D-segment as the economy is expected to pick-up by that time".

Earlier, Ford India announced that Ikon has garnered a market share of 24 per cent for calendar 2001 in the C-segment. The company sold 3,643 Ikons in July 2001, including domestic sales of 1,103 Ikons and export of 2,360 Ikon CKDs. Ford had exported CKDs worth $35 million this calendar year, Randy said.

As part of anniversary celebrations, the company launched a 'customer loyalty' aimed at rewarding its existing customers for any referrals. Ford has also reduced the price of its components by 5 to 30 per cent in an effort to reduce the cost of ownership and to increase long-term brand value.

On the marketing front, Randy said: "We are revamping the marketing set-up by elevating and inducting more Indian employees at higher positions. The new team is expected to be on board before the launch of Ford Mondeo".