The company launched its maiden small car in India, the Figo, with an aggressive price tag ranging between Rs 3.5 lakh for the entry-level petrol vehicle, and Rs 5.3 lakh for the top-end diesel variant.
Figo is the second car to be launched this year with an entry price of less than Rs 3.5 lakh - a price segment that has seen little action since General Motors introduced the Spark three years ago.
GM launched its second car in the segment, the Beat, earlier this year. Ford expects to create ripples in the market primarily on its pricing strategy, much the same as GM.
"Without a small car we were out of 70 per cent of the market," said Michael Boneham, managing director, Ford India. "Now that the Figo is here, this is just the start."
The Figo compares favourably with competitors (see table) on pricing and performance, but along with the Beat, its rock-bottom pricing indicates very low margins for the company and an intensification the battle for a slice of the compact car segment.

