Mondeo - the third offering from Ford's stable

By Our Special Correspondent

CHENNAI, JUNE 19. Ford India has formally announced that it will unleash its ``most exciting and modern product'' - New Ford Mondeo - on the ``emerging upper luxury segment'' of the Indian car market by year-end. The company proposes to make available the petrol and diesel versions of the two-litre car.

The India-specific Mondeo cars will be made at Ford's Belgium plant and will be brought into the country in the CBU (completely built unit) form. It will be Euro III compliant at launch. The car will be positioned between Lancer and Benz segments. Ford India feels that it ``will appeal to progressive, spirited and refined consumers looking for the most modern and refined offering''.

``We see a lot of potential in this segment. Our decision is part of our strategy to emerge as a leading automobile player in India, offering a range of exciting products to our customers,'' declared Mr. Phil Spender, Managing Director of Ford India, at a select press briefing here yesterday on the eve of a formal announcement of the launch in New Delhi today. The Mondeo will have a refined chassis and suspension system, resulting in reduced noise, vibration and harshness.

``It offers a world of comfort and a luxurious ownership experience. Its spacious interior package built on an extended wheel base results in class-leading rear seat spaciousness that is extremely important to the Indian consumer,'' said Mr. Spender. Describing it as the ``car of the future,'' he said New Ford Mondeo had features such as the anti-lock braking system, electronic brake distribution and advanced PATS immobiliser system for additional security.

Ford India is now in the process of drawing up the Mondeo launch plan. Hence, Mr. Spender would not be wished to be drawn into either the pricing or marketing of the new product. ``We have the benefit of a few months to see how the competition is evolving,'' he merely said. ``All necessary processes such as homologation have commenced,'' he added.

Quizzed if Ford India would consider making it at its facility here, the Managing Director said, ``it will be years... many years ... away.'' Nevertheless, he said the Indian subsidiary was supplying some components at least that went into New Ford Mondeo manufacture.

The Mondeo will be the third offering - after Ford Escort and Ford Ikon - from the Ford stable. The move comes after extensive testing of New Ford Mondeo in India and bound to trigger an intense competition in the low volume (the market size is estimated in the range of 4,000-4,500) new upper luxury segment that is being targeted by car companies.

Hyundai Motor India, it may be recalled, had already announced the launch of its third product - Sonata - next month. Unlike Ford India, the South Korean subsidiary is proposing to make it here. Honda, too, had announced the launch of its luxury car Accord. General Motors is toying with the idea of introducing Vectra. Maruti is considering to introduce Grand Vitara. Mr. Spender felt the new luxury car Accord from Honda would be the ``real competitor'' for the Mondeo.

Our Delhi Correspondent reports:

Indications are that the Mondeo will be priced in the Rs. 14-16 lakh range. In a market size of 4,000 `D' segment cars annually, Ford hopes that its Mondeo will carve out a significant niche for itself in this small segment and may contribute to its expansion.

Company officials were keen to underline the car's positive features, as seen by auto magazines, to assert that the Mondeo was among the best in recent launches worldwide. It was the first Ford to be digitally created. An extended wheel-base resulted in rear seat spaciousness. Mr. Spender told presspersons that the Mondeo had picked up 29 awards including 11 `car of the year' awards.

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