We announced Ford’s introduction of the C-Max at Frankfurt Motor Show last week. The C-Max and other C-Models may be reaching North American consumers in the next two years but Ford is also interested in digging deeper into Asian markets. Ford CEO Alan Mulally announced plans last week to not only introduce a new model into India but also create a new production facility in China for the Focus and future C-Models. The automaker is looking to capitalize on thriving consumer markets in India and China as it emerges as the clear leader among America’s Big Three.
The Ford Figo is the automaker’s attempt to compete with the Tata Nano and other coupes in the Indian market. Ford is using the body and drive train design from the Fiesta as a template for the fuel-efficient Figo. The Figo will be produced at a Ford facility in Chennai starting in 2010 with an initial capacity of 200,000 units per year. Ford has worked with local and regional governments to facilitate a $500 million makeover of the Chennai facility in order to reach this production goal. The Indian auto market is flooded with small cars so the Ford Figo needs to exceed expectations to succeed.
Ford Motor Company also plans to introduce its C-Max and other C-Models into the Chinese market by 2013. Ford and Chinese automaker Chan’gan Motors created the Chan’gan Ford Mazda Automobile (CFMA) in order to build a Ford vehicle factory in Chongqing by 2012. The CFMA invested $490 million in the one million square foot facility to introduce the latest Ford Focus model in China by 2012. The Chongqing facility will produce 150,000 vehicles per year with a maximum production quota of 600,000 units over the next decade. Ford will use its three Chinese facilities to gradually introduce C-Models into the region along with aftermarket versions of its EcoBoost engine and other components.
Ford’s expansion into India and China shows confidence in its next generation of engines, drive trains and vehicle designs. Major automakers need to be nimble when introducing new vehicles in foreign markets to respond to consumer preferences, safety laws and market conditions. Ford Motor Company is working with local governments and automakers to open these markets to the C-Max, the Figo and other models. The introduction of smaller cars into India and China will yield results for green vehicle advocates globally. The Ford Figo and upcoming C-Models feature smaller frames than the company’s past models, which will push vehicle size and weight downward across the brand. As Ford develops its hybrid drive trains in the future, these vehicles will ditch traditional engines for cleaner power sources.
