Ford to license brand in India

US auto maker Ford, which is eying at becoming a significant player in the Indian car market by entering the compact car segment, today announced plans to license its brand in the country to sell merchandise as part of an image building exercise.

The company, through its global licence agent Beanstalk Group, has entered into a tie-up with Delhi-based licensing management firm Licence India for selecting licensees in the country for manufacturing and retailing of products.

“We want to extend the brand through the licensing programme. It will help in reaching to more consumers as well as creating brand awareness. The first product would be out in the market in the first half of next year,” said Ford Global Brand Licensing Mark Bentley.

 

Ford, which entered India in 1995, has been struggling to make a mark in the country and has only 2.07 per cent share in the over 1.2 million-units Indian passenger car market. It will be launching its compact car Figo in India next year, with which it aims to be a significant player in the market.

Bentley said the company will introduce various merchandise in a phased manner, starting with car accessories, followed by apparel in the first quarter next year.

Bentley, however, did not disclose details regarding the sales target for Ford’s merchandise and the number of licences the company plans to award in India.

Ford has a global licensing business of $1.5 billion and India is among the new country on the company’s radar after the US, Europe, Mexico and Australia. The company has a portfolio of 350 licensee partners globally. The company would license its Ford Blue Oval logo, besides its subsidiary Mustang and For Truck’s ‘Build For Tough’ logo.

Ford India would act as a consultant in the licensing programme which would see the company brining out a range of products including clothing, head-wear, toys, home ware and decorative vehicle accessories.