Ford, the American vehicle manufacturer, recently re-patented its popular SUV Endeavour in the Indian market. Following this, the company has also registered the nameplate for another new car. These preparations by Ford indicate that the company is gearing up once again to make its mark on Indian roads. The buzz surrounding Ford's re-entry into the market, which began consolidating its business in India about two years ago, is gaining momentum.
According to media reports, after Endeavour, the company has registered the trademark for its another car, Mustang Mach-E, in India. It is noteworthy that Mustang was the first car Ford intended to launch in the Indian market after ceasing local production. However, Ford's return is not only indicated by these developments, as the company has been exploring various options for its Chennai plant since halting local production. Notable vehicle manufacturers, including Tata Motors and MG Motor, had shown interest in this plant, and even VinFast, a Vietnamese electric car company set to start its journey in India, had considered acquiring it. Nonetheless, Ford ultimately decided to hold off on plans to sell the Chennai plant.
It is reported that Ford India is reconsidering its decision to sell the Chennai plant and is evaluating options for utilizing this facility for exports or returning to the Indian market. This decision comes after Ford recently called off a deal with the JSW Group. It is believed that by putting the plans to sell this plant on hold, Ford aims to keep its options open for itself.
Ford's journey in India dates back almost 97 years when Ford India Private Limited commenced production in 1926 as a subsidiary of Canada's Ford Motor Company, offering cars like Model A in the Indian market. However, due to significant import restrictions, Ford India had to cease production in May 1953. Then, in 1995, Ford re-entered the Indian market in a joint venture with Mahindra & Mahindra, forming Mahindra Ford India Limited with a 51-49% stake.
Ford's first car in India was the Escort, launched in collaboration with Mahindra, with production continuing until 2001. This sedan was specially tailored for the Indian market and played a crucial role in establishing the American brand's presence in India. It came with options of 1.8-liter diesel and 1.6-liter petrol engines, along with features like power steering, powered front windows, ORVMs, air conditioning, music system, among others, which were considered luxurious at that time.
Subsequently, Ford introduced cars like Ikon in 1999, Mondeo in 2001, Endeavour SUV in 2003, Fusion and Fiesta Classic sedans in 2004-2005, and Figo hatchback for the mass market in 2010. In 2013, the company launched the sub-compact SUV EcoSport, which prompted several car manufacturers in India to explore a new segment, resulting in cars like Nexon, Brezza, Creta, XUV300, among others, today.
On July 20, 2022, Ford shut down its production line at its plant in Sholinganallur, Chennai, rolling out the white-colored EcoSport as its last car. This marked the end of Ford's car production story in India permanently. There are several reasons for Ford's failure in India, including its constant attempt to establish itself as a premium brand in a market dominated by mass-market demands, especially during its entry when cars like Maruti 800 were ruling the market.
Ford's re-entry and electric car prospects:
We're not discussing Endeavour here because it's a familiar name in India, and you all are well-acquainted with its powerful SUV performance. However, the new Mustang Mach-E will be entirely new for India. Although the company has not shared any information regarding its entry into India, it's likely to be introduced as a Completely Built Unit (CBU) initially, considering import regulations. Initially, around 2,500 units may be introduced, offering convenience to bring in these units without homologation.
In the global market, this electric crossover comes in both Rear-Wheel Drive (RWD) and All-Wheel Drive (AWD) variants. Additionally, the car is available in two different battery pack options: Standard and Extended Range.
Performance of the RWD variant:
The standard variant comes with a 72kWh battery, delivering 269hp of power and 430Nm of torque, with a single charge range of up to 470 kilometers. The extended range variant is equipped with a 91kWh battery capacity, generating 294hp of power and 430Nm of torque. This variant offers a driving range of up to 600 kilometers on a single charge.
Performance of the AWD variant:
In the All-Wheel Drive (AWD) version, the extended range variant is equipped with a 91kWh battery, producing 351hp of power and 580Nm of torque, offering a driving range of up to 548 kilometers. Additionally, the top GT AWD variant generates 487hp of power and 850Nm of peak torque, capable of traveling up to 489 kilometers on a single charge.
Launch date and pricing:
While it's premature to comment on this, Ford's launch of this car in India and its pricing will likely reflect its status as a high-end electric vehicle. It is rumored that the price of this electric car, based on the 50-year-old legacy Mustang coupe, could be around ₹1 crore.
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