A drive to regain top spot
Ford India launched the all new Ford Endeavour ahead of the much talked about Auto Expo in the capital, but it didn’t fail to catch the attention of car lovers in India. Pitted against the Toyota Fortuner, the new Ford vehicle is pushing hard to reclaim its position in the premium SUV space. Rahul Gautam, VP Marketing, Ford India tells us how the brand plans to market its latest offering, the Ford Service Price Promise and more By NEETA NAIR Q] Ford has just launched its first product in 2016. What would be the marketing strategy for it? The marketing strategy in 2016 will continue to factor in the rising significance of digital and experiential marketing for customers looking for the most preferred set of wheels. We launched our new plant in Sanand, strengthened our product portfolio with the launch of Aspire and Figo, increased our exports, expanded our sales and service network including parts distributors across the country and welcomed more employees and customers to the Ford family in the year 2015. This year, customers will see the freshest portfolio of products at Ford showrooms across India, with the addition of Ford Endeavour. Q] How different is the new Ford Endeavour from its predecessor? The new Ford Endeavour builds upon the rugged reputation of the current Endeavour, but is very much the next generation of the vehicle. It is loaded with an array of exciting new technologies and connectivity features that help to push it beyond the boundaries of a conventional SUV, and it brings an entirely new level of refinement to the SUV segment. Q] What are the features that could make it the game-changer in the premium SUV segment? Among the key features, advanced connectivity and driver assistance technologies including first-in-segment SYNC 2, semi-auto parallel park assist and electronic stability control make the all-new Ford Endeavour one of the smartest SUVs in its segment in India. Q] What are the fundamental principles of your marketing strategy which has recently seen a shift towards the digital? At Ford, we have tried to capture ‘Real Experiences’. Our strategy endeavours to touch an emotional chord with our customers to make our communication a lot more relevant and engaging. Be it the EcoSport #GetBusyLiving advertisements or the Figo Aspire #WhatDrivesYou campaign, we have been focusing squarely on talking to our customers in a language they best understand – i.e., showcasing experiences that they cherish. Q] But what differentiates you from your competition? What differentiates Ford from the competition is innovation. Be it products or technology, Ford is committed to bringing what customers want and value. With Aspire and Figo, we have introduced safety and smart technology innovations never seen before in mass-market segment. On the other hand, Ford’s relentless focus on smart mobility is today redefining personal mobility too. Q] What are the challenges for the brand in the market? In a diverse market like India, consumers look for value and do not want to compromise on anything - be it design, safety or features. As a marketer, it is always a challenge to please the value conscious Indian consumer. Thanks to our understanding of the consumer, we have successfully met this challenge and delivered cars like Ford Ikon and Figo, to EcoSport, Aspire and Endeavour. Q] Which markets have been contributing greatly to the growth of the brand and looking ahead, which areas do you see as potential growth drivers? The rising level of aspiration and automobile enthusiasts in Tier II-Tier IV towns is a big draw and will continue to play a key role. Q] How does the brand approach these markets? Do you compartmentalize your strategy for rural and urban consumers? Accessibility forms the core of our Value of Ownership vision. We want to be where our customers are and are doing that with rapid network expansion, i.e., 352 outlets in 189 cities. As we continue to expand in the Indian market, nearly 40% of our expansion has been in Tier II and Tier III towns. Going further in our commitment, we have opened up the retail distribution of parts, which are readily available in Delhi, Karnataka, Kerala, Tamil Nadu and Maharashtra. This has helped our urban as well as rural customers and given them the freedom to get their cars repaired at a workshop outside of the Ford network. Q] Your company recently announced the Ford service price promise, how will that enhance the customer experience? The Ford Service Price Promise enables Ford owners to calculate service price through the service cost calculator to know their periodic maintenance service cost, without being physically present in the dealership. With the Service Cost Calculator, customers can carry a print-out of the calculated web quote, to any dealership. These help in building trust amongst customers and install transparency in their service experience. The introduction of service price promise is Ford’s most recent initiative which is a part of our Cost of Ownership vision. Other than this, we offer a host of features and services to ensure customer convenience, accessibility and affordability. These include the ‘Sub Assembly Levels for Repairs’ which enables a substantial saving in the overall ownership costs by breaking up an auto part into sub-components. We have also worked with the supplier base to attain increased levels of localization on the products, thereby achieving competitive price points while maintaining high quality. Q] What are the other efforts you are taking to increase consumer engagement? Ford’s Happy Pockets Service continues to be an important initiative that allows Ford car owners to avail and experience Ford’s quality service starting at just Rs. 2,199. Also, our vehicle personalization centre provides vehicle Personalization options to customers to make their Ford cars look ‘distinctly theirs’. Such options are usually restricted to high-end luxury cars. The option is currently available on Ford EcoSport. Also, with experiential marketing becoming an increasingly interesting way to engage with customers, we at Ford, believe the first-hand experience of the product helps build positive word of mouth, greater credibility and drives more preference. Q] Where do you see marketing in the automotive industry heading in the next five years? Marketing reflects on the mood of the society to tell engaging, emotive stories that customers can relate to. In a country like India, it becomes even more pertinent for auto brands to build compelling narratives that are reflective of consumer sentiment. Q] Tell us about the diverse product portfolio that Ford has recently introduced in the Indian market. The past year has been a good one for Ford. With the new Ford Figo Aspire & New Figo hatchback, customers today have no-compromise cars with premium styling, smart technologies - MyFord Dock, MyKey, safety - driver and passenger airbags as standard, fuel efficient, powerful engines, and high build quality standards that Ford is recognized for. We also introduced Ford Ecosport with more power and style and reinforced our commitment to bring what customers want and value. Lastly, the all-new Endeavour is equipped with a whole host of intuitive and easy to use technologies that provide a real world benefit to the vehicle, including Intelligent four-wheel-drive system with Terrain Management System, SYNC 2, Adaptive Cruise Control and Semi- Automatic Parallel Park Assist to name a few. Q] Endeavour is being perceived as Ford’s answer to Toyota Fortuner and Chevrolet Trailblazer. What are its strengths vis-a-vis its biggest rivals? The all-new Endeavour is the most capable seven seat off-road SUV. Its exceptional toughness, as well as its premium, contemporary and refined nature makes it a great vehicle to look at. Once inside, the all-new Ford Endeavour welcomes occupants to a plush, modern and premium interior environment usually expected from luxury sedans. The sophisticated and refined interior surfaces featuring superior quality material and exceptional craftsmanship complement this capable SUV’s bold exterior design. The safety features include up to seven airbags that help keep occupants safe in the event of a collision. It also features driver knee airbag for enhanced protection. ABOUT THE BRAND Ford India was established in 1995 as a whollyowned subsidiary of Ford Motor Company, a global automotive industry leader. Since then, Ford has invested more than US$ 2 billion in India to expand its manufacturing facilities and dealership footprint. Ford India has 304 sales and service outlets in 164 cities. It manufactures and exports vehicles and engines made at its integrated manufacturing facility in Chennai and Sanand. CMO FILE Rahul Gautam is the Vice President, Marketing, Ford India. He drives all product strategy and brand building efforts undertaken by the company as it strengthens its product portfolio and consumer experience initiatives. Gautam has been with Ford since 2003 and has held several responsibilities across product strategy, sales and marketing in India as well as the Asia Pacific region. MARKETING TIP Communication should speak about the core brand proposition, not just the product. Feedback: neeta.nair@exchange4media.com
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