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Ford to launch mid-size Ikon and small car in India

Syed Firdaus Ashraf in Bombay

Ford Motor Company of the US will launch a new car, the Ikon, in India through its Indian subsidiary Ford India Limited.

FMC president and Chief Executive Officer Jacques Nasser said, "Ikon will bring a contemporary sense of styling, performance and driving comfort to India. The car was designed and engineered in Germany and the United Kingdom, but it will be built in India, by Indians, for Indians. Ikon will elevate the company's position in the Indian automotive industry," he said in a video message.

Nasser claimed that Ikon will be the first new car launched in India to meet the Euro II norms. "It's a vehicle worthy of the Indian market," he added.

However, the price of the car has not been announced. The company will only disclose it after the launch.

The new car will be built at Ford India's new Mariamalai Nagar site near Madras. This flexible manufacturing facility has an annual capacity of 50,000 vehicles but can be quickly expanded to 100,000 if necessary. Ikon will have 70 per cent local content. It will be exported to other markets.

Phil Spender, managing director, Ford India Limited, said, "The Indian automotive market is poised to become one of the largest markets in the world and Ikon will be there at the forefront."

"The car will have both petrol and diesel versions and will be smaller than the existing model of Ford Escorts car. The idea is to appeal to the youth and the women who will find Ikon easy to drive," Spender said.

"The pricing option is kept open at present considering the fact that the entire car industry is in a slump," he said.

Ikon has been designed to be an eco-friendly vehicle. "At Ford, protection of health and the environment is not an option, but a requirement," said Terry de Jonckheere, chairman, Ford India Limited and president, Asia Pacific and Africa operations.

Ikon will be a three-box car positioned in the mid-size market. The car, based on the Fiesta platform would be rolled out by 1999-end.

Because of its significant size, Ford is keen to make considerable commitment to Indian customers with international standard of environmental and safety norms.

FIL is also planning to introduce a small car in India. The company is presently in the process of conducting research to evolve the right kind of product with a global platform strategy.

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