FORD

This one’s an I(K)onclastic brand. So, have you gone fida over this Detroit biggie yet?

It may be a world renowned brand, but it took the company a little while to arrive in India and even more time to make a mark. But Ford finally got it with the Ikon and Fiesta. Great launches, well thought out campaigns and AB junior have helped Ford climb up the brand ladder in the past year. With Ikon - the josh machine - a global brand was given an Indian feel for the first time, and the moment redefined auto marketing in India. After the initial stint, Ikon started losing charm but the subsequent entry of Fiesta into the Indian market changed Ford’s fortunes in India forever. Ford was again back in the limelight and this time with a greater bang. ‘Go Fida’ was what every Indian tuned into and the twin concepts of Diet Diesel and powerful performance, made Fiesta a runaway success. Being one of the oldest car manufacturers in the world, the Detroit biggie has immense clout, which the brand was able to leverage swiftly in the Indian market. Having lost its global supremacy to GM more than 75 years ago, Ford is highly keen on the Indian auto market. Delivering great performance has been Ford’s focus here, and that has indeed become their brand identity as well.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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