After last year’s launch of all new Fiesta , Ford couldn’t achieve the pre-decided target for the premium C-segment sedan. Indian market didn’t respond well to the new offering from the American manufacturer and sales figure translated the story of dipping sales of the car. In the meanwhile other competitively priced cars landed in India with attractive price tag and the new Fiesta lost its ground.
Ford decided to pull up its socks and launch a more affordable version of the car which will lack many features which are currently being offered by the new Fiesta. The cheaper version of the sedan might lose ABS and Airbags , which is currently offered as standard equipment with the new Fiesta.
“There is scope for reviewing our product prices as local market dynamics are changing so fast. While we continue to go strong on the Figo hatchback , prices of other products need to be rationalised in tune with new launches in the market and increased competition , ” Nigel Wark , Director (Sales and Marketing) , Ford India , said.
The competitively priced Fiesta will be launched to directly compete with Hyundai Verna and Volkswagen Vento .
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