Back The Fusion formula
Ajita Shashidhar
Hum to anything karega, duniya se nahin darega.
The company claims that the car combines the versatility of a sports utility vehicle (SUV) and the comforts of a sedan. It has, in fact, called it an `Urban Activity Vehicle' (UAV). Says Vinay K. Piparsania, Vice-President (Marketing, Sales, Service and External Affairs), Ford India, "The Fusion (priced at Rs 6.5 lakh ex-Delhi) has been positioned as a lifestyle car which would enable an urban living — a car which one could drive to office or go shopping in, and at the same time drive outside the city for a weekend break."
Says Anang Dev Jena, Country Manager, Synovate MotoresearchIndia (the specialised automotive division of global market research company Synovate), "The positioning is ideal as it is a cross-over — a combination of a sedan and an SUV. The UAV positioning is not just for Ford Fusion, but for the entire cross-over category, which is a hot, new `emerging' segment. Ford Fusion with a first-mover advantage can rake in early gains."
Piparsania says research showed there was a distinct need for a robust car which also looked sleek and was comfortable. "Our philosophy at Ford is to add to our existing offerings and not offer what is already there in the market. We did that with Ford Ikon also. It was the first mid-sized car in the country."
Says Jena, "The introduction of Hyundai Getz and Ford Fusion marks the emergence of the premium hatchback segment, between B and C categories. A lot of action will happen in the B plus (non-sedan) segment, where there are B segment cars with the features of a C segment vehicle at competitive prices."
Communication strategy
The brand's communication strategy also revolves around its logo `Anything Karega.' Says Ranji Cherian, Director, Client Services, JWT (the agency in charge of the campaign), "Ford's research into consumers' habits and car usage patterns revealed that there are a significant number of mature car consumers for whom the car is much more than a means of transportation or a status symbol. It is a tool that lets them pack more into their life, discover new places and share moments together. One clear direction consumers vibed very well with was the thought of `a car that never says no' — whatever the need of the hour, whatever your desire, the car will deliver. And the clear winner was the concept of `Anything Karega,' which indicates versatility; that makes it deliver to this family like no other vehicle can."
"Anything Karega fits perfectly," says Santosh Nair, General Manager (Marketing & Product Planning), Ford India. "It really exemplifies the spirit of an active family. They don't live their life in boxes. They are always willing to experiment, innovate and gather new experiences. At the same time it describes the Fusion's unique capabilities — its tough design, spaciousness and versatility — that make it deliver to this active family like no other vehicle can. Also, it is in perfect sync with Ford's `No Boundaries' positioning worldwide."
"Weekends as a serious getaway time is catching on among the uppies (upwardly mobile executives). Ford Fusion fits in very well with the concept of `work' and `play' — the urban consumer with the ownership of a cross-over vehicle has the comfort of driving both `in-city' and for weekend getaways," says Synovate's Jena.
The company, in fact, launched a print campaign before the launch of the car, which according to Cherian, was to tell people what to expect from this car.
The television campaign, which went on air recently, shows a family driving their Ford Fusion for a holiday, when they are suddenly interrupted by an `Under Repair' sign on a bridge. As the man of the family wonders what to do, he suddenly sees an old man on a raft, fishing. He at once drives through a hilly track, finds his way on to the raft and ferries the car to the other end of the river. And the family continues its journey. The commercial is accompanied by the Kishore Kumar remix, which says, `Hum to anything karega, duniya se nahin darega.'
"The campaign brings alive memorable moments in the life of an active, adventurous family, which have been made possible with the Ford Fusion. The song we have created is a celebration of this spirit, and we believe it has the power and appeal to create a lasting brand image for the Fusion," says Cherian.
The song will also be played at all the Ford showrooms and on FM radio. "We want to replicate the success of the Josh song," says Piparsania.
The company is also organising a series of activities to encourage people to try out the car. "We are asking our dealers to encourage the entire family to try out the car and organise more road shows. We are also offering exchange schemes, as a number of small car owners are looking at upgrading to bigger cars."
The car market
The overall passenger car market, according to Piparsania, has seen a 20 per cent growth in 2004, with mid-size cars being the major drivers. Piparsania expects this trend to continue this year with new products being launched and the easy instalment schemes being offered by banks.
As far as the attitude of the buyers is concerned, Piparsania says Indians are getting into the pattern of the developed markets. "They have started to shop for a car which will match their lifestyle and meet their affordability. They are becoming increasingly choosy. Factors such as performance, styling and comfort have become important parameters when it comes to deciding on a car."
Says Neeraj Bhatia, General Manager, TNS Automotive: "The importance of brand image has risen sharply over the years. At the segment level, the increase in importance is greater for the mid-size cars. The manufacturers need to focus more on how consumers perceive them as offering exciting cars and being committed towards them. Contemporariness of models has a big impact on purchase decision. Ford is rightly positioning itself in the adventure segment. This segment is about 18 per cent in terms of the total car market in India, and it makes sense to go after it and position ones brands here."
The response to Fusion in the first month of its roll-out has been encouraging, Piparsania says. "We produced 329 cars in the first months and are now ramping up the production. We plan to produce 1,000-plus cars by March," he says.
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