Expanding our dealer network to 500 centres by 2015

The Asian region including India is becoming the key focus of Ford. In addition, to leverage the consumer boom in smaller towns, this US-based auto giant is expanding its distribution network in this segment on a pan India basis. 

In a conversation with Sweta Pal, Vinay Piparsania, Executive Director of Marketing, Sales and Service, Ford India, shared their growth strategy.  

You have recently opened a dealership in Faridabad. Kindly highlight the rationale?

We are in the midst of expanding our distribution network to 500 centres on a pan India basis by ‘15, and are especially focusing on tier-III and-IV towns. And, that’s because of the consumer boom currently underway in the hinterland.

The broader auto sector is in the midst of a slowdown. Kindly highlight the current trends in consumer purchase patterns?

The demand for smaller ‘compact’ cars is still quite strong, and we expect this trend to continue over the medium term.  In addition, the growth prospects in the SUV segment are quite attractive on a long-term basis, and we had recently launched the Eco Sport. Apart from that, consumers are preferring cars which offer a range of world-class features.

The recent vote-on-account reduced duties for the auto sector. Would that help revive demand?

Sales of passenger vehicles in the domestic market has been sluggish for the past 18 months, but there is ‘pent up’ consumer demand and we are focusing on improving our value-for-money proposition. 

And, to leverage the long-term growth opportunities we are expanding our production capacity.

How do you differentiate your marketing communication across segments?

We have cars for different segments and vary our marketing strategy according. For instance, for Figo, the new tagline ‘Its cool to be smart’ targets first-time car buyers.