Driving Success Ford Figo's Journey in India

Case Study: Driving Success Ford Figo's Journey in India

The Small Cars Segment of the Passenger Vehicle Market in India In a diverse and dynamic country like India, the automotive industry thrives on a multitude of choices. One segment that has always captured the attention of consumers is the small cars segment. With its compact size, affordability, and fuel efficiency, small cars have become the preferred choice for many Indian buyers. This segment has witnessed fierce competition, and one notable player that made a significant impact is Ford Motor Company with its offering, the Ford Figo. 

Ford in India:

As a global automobile giant, Ford Motor Company recognized the immense potential of the Indian market and entered the country with a vision to cater to the growing demand for small cars. Ford’s entry into the Indian market was met with enthusiasm, and the company aimed to establish a strong presence by delivering high-quality vehicles that meet the needs and aspirations of Indian consumers.

New Product Development Process for Figo:

Behind the success of the Ford Figo lies a meticulous new product development process. Ford invested substantial time and resources in understanding the Indian market, identifying the needs and preferences of the target customers, and designing a car that would resonate with them. The development process involved extensive market research, consumer research, and design iterations to ensure that the Figo would stand out in the fiercely competitive small cars segment.

Taking it to the Market:

Launching a new product in a crowded market is no easy feat, especially when it comes to the highly competitive small cars segment in India. Ford adopted a multi-pronged introduction strategy for the Figo, aiming to create widespread awareness and generate excitement among potential buyers. The marketing team focused on highlighting the Figo’s key features such as fuel efficiency, safety, and stylish design through various channels, including television advertisements, digital campaigns, and on-ground activations. Additionally, Ford strategically positioned the Figo as a car that offers great value for money, appealing to the price-conscious Indian consumer.

Target Marketing and Evolving Strategies:

Understanding the target audience is crucial for any successful marketing campaign, and Ford recognized this fact while devising their strategies for Figo. By conducting an in-depth target market analysis, Ford identified the specific needs and desires of Indian consumer in the small cars segment. This insight allowed them to tailor their marketing efforts to effectively communicate the unique selling points of Figo and connect with the target audience on a deeper level. Analyzing the marketing strategies of Figo, it is evident that the brand has made a significant impact in the Indian market. However, with changing consumer preferences and the emergence of new competitors, Ford needs to evolve its marketing strategies to keep the brand relevant continuously. This could involve exploring innovative digital marketing approaches, leveraging social media platforms, and strengthening the after-sales service experience to build long-term customer loyalty.


The journey of Ford Figo in India exemplifies the importance of understanding the target market, developing a compelling product, and implementing effective marketing strategies. By recognizing the unique needs and preferences of Indian consumers in the small cars segment, Ford successfully launched the Figo and created a strong brand presence. However, the ever-evolving market demands constant adaptation, and Ford must continue to innovate and evolve its marketing strategies to stay ahead of the competition and maintain its relevance in the Indian automotive landscape.  Also get to know about Mercedes-Benz India: Approach to Capturing a Younger Segment case study