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Rediff News  All News  » Business » Ford India to launch special Ikon variant

Ford India to launch special Ikon variant

October 15, 2004 13:10 IST

Ford India Pvt Ltd (Ford India) has launched a special limited edition called Ford Ikon Anniversary to celebrate its fifth anniversary in India.

The Ford Ikon anniversary luxury edition is priced at Rs 500,000 (ex-Chennai) and will be available across India only for a limited period.

"The limited anniversary edition car will have five exclusive features which will enhance the value of the car. It will come in metallic panther black and silver stone, leather vinyl seat covers, new stereo system, remote entry with anti-theft alarm and fog lamps," said David E Friedman, managing director and president, Ford India.

The company will be producing only 500 units per month.

The company has targetted sales of 27,000 units for this calendar year and has already witnessed a 38 per cent increase in growth over last year in the first nine months.

"The size of the mid-sized car segment is expected to touch 1,40,000 units this year. Ford is targetting to garner 18-20 per cent of this market by December, 2004," said Vinay K Piparsania, vice-president, marketing and external affairs, Ford India.

The company has witnessed robust sales for its models which have been priced at the sub-Rs 500,000 level such as the Ford Ikon LXI and Ford Ikon Flair.

"We are able to price our models so aggressively as 90 per cent of our components are sourced locally and we have added a second shift thereby enabling a higher utilisation of capacity adding to our manufacturing efficiencies," Friedman said.

It has also opened its biggest sales, service and spares facility in Chennai covering an area of 53,000 sq ft at Arumbakkam.

"This dealership facility is part of our ongoing brand@retail strategy which has begun in the cities of Delhi, Mumbai, Bangalore and Chennai. By mid-2005 all our dealerships will encompass the branded retail strategy," said Piparsania.

The dealership, which offers a fully integrated sales, services and spares operation, has a large product display area, a separate sales counter and 22 work bays.

The other facilities include a special lounge, children's play station and a 24-hour helpline.

BS Corporate Bureau in Chennai