Ford Targets City, Astra; Launches Zetec Escort

Mahindra Ford India launched Zetec Escort, the 1600cc variant of the Escort, in Mumbai yesterday. This is a nation-wide launch and the cars will be available from all 22 dealerships of Mahindra Ford India Ltd(MFIL).

The vehicle will supplement the 1300cc petrol powered Escort for the time being, but MFIL doing a rethink over the 1300cc push-rod engine powered vehicle, which went on sale in October 1996 along with the more successful 1800cc diesel Escort. MFIL has already sold 10,000 cars and is expecting to sell 12,000 units in the current year.

The new Escort will be priced at Rs 6,50,000 (Net dealer price) which works out to around Rs 7,40,000 to 7,60,000 on road. The new model will have a price advantage over the Opel Astra which retails at Rs. 8,30,000 (on road in Mumbai) and a definite performance edge.

 

While the diesel powered Escort was a favourite with the motoring public, the 1300cc Escort received a lukewarm response . The diesel Escorts sales accounted for 70 per cent of MFILs total car sales. Zetec is strategically positioned to challenge the supremacy of Opel Astra and another recent launch, Honda City. The Zetec engine that displaces 1600 cc is the first ever multi-valve engine of its class in India. The engine develops 84 bhp compared to 75 bhp of Opel Astra and 52 bhp of the 1300cc Ford Escort .

The sophisticated four cylinder 16 valve engine is capable of delivering 130 Nm (Newton metres) of torque in just about 3000 rpm. This translates to an engine suited for local driving conditions where long stretches of roads and hence higher engine speeds are at a premium.

The new car also offers additional features like power steering, front and rear power windows, tachometer, rear window defogger, remote entry, anti-theft alarm and new wheel covers that distinguishes the car from the rest of the Escort fleet.

John Parker, managing director, MFIL told Business Standard, that the company is presently testing a turbo charged version of the 1800cc diesel Escort in India and would launch it if the results are favourable.

He added that the cost of the sophisticated diesel engine and derivability factor (turbo charged engines require higher engine speeds for optimum performance) are working against the turbo diesel concept in India.

The new Maraimalai Nagar (Tamil Nadu) facility of Mahindra Ford is expected to be completed this year and the plant will be producing the all new C 195 automobile, based on the popular Fiesta platform. The first cars are expected to roll out by the last quarter of 1999.