Ford India is banking on greater transparency with its customers to dispel the myth of the high ownership cost of its offerings. The company offers cars like the Figo, the Aspire, the Ecosport, the Endeavour and the iconic sports car, the Mustang, in the Indian market. The American carmaker wants to build further on the reputation it has earned in India.
Vice-president, Rahul Gautam, made it clear that the company is letting its actions speak louder than words by taking steps that inspire confidence among customers. And it is doing so is by being completely transparent about costs.
“In our service price promise, we urge customers to go to the website and look up the cost of service, including labour. Customers can compare the price with what the competition offers and see for themselves that Ford is fairly competitive and even less expensive than many known brands,” he said.
The manufacturer from Detroit has also put up the costs of all auto components/spare parts on its website. “A person can also book a service and get a free pickup and drop. If a car has to be kept overnight, there is provision to loan a car,” said Gautam.
“We have the entire country covered by independent parts distributors. The customer can go to any retailer and buy the part and get the car serviced at a local garage if he feels comfortable doing so," he added.
The focus on transparency comes after a decently long spell of success for Ford in India. It sold a total of 7,076 units last month – a sales figure that’s an astonishing 62 per cent higher than in the same period last year. Its EcoSport compact SUV sold more than 4,000 units and found a place in the July list of 20 top-selling cars.