Ford India has launched a diesel variant of the Ford Fusion, which is being positioned as the first affordable mini-SUV. The earlier diesel variants by Ford are Ford Endeavour, Ford Ikon and Ford Fiesta. With a third diesel variant car, Ford intends to strengthen its diesel portfolio.
Priced at Rs 6.59 lakh, Ford Fusion Diesel has used a 1.4 litre Duratorq engine powered by Ford’s proprietary TDCi technology. The car would offer low-end torque, faster acceleration and good fuel efficiency. Ford Fiesta, Ford Endeavour, Ford Ikon and Ford Fusion are known to share the same technology, but are targeted at different clientele.
Arvind Mathew, MD and President, Ford India, said, “We are enthused by the overwhelming response from Indian customers to Ford’s diesel technology. The increasing preference to Ford’s TDCi badge bears testament to the superior performance of our diesel products. With the launch of Fusion Diesel, we are offering this next-generation diesel technology to an extended set of customers.”
Ford Fusion was launched in 2004, but was positioned as a ‘no-nonsense car’ only last year. Mathew added, “With the diesel variant, we have targetted urban customers who appreciate style and would get immense driving pleasure. With a SUV-like stance, Fusion Diesel is a class-defining car with an outstanding performance.”
The creative idea of the launch was ‘the car parked in your car has finally arrived: Ford Fusion TDCi Diesel’. The tagline for this new product is ‘Don’t fry your brains’. JWT is the ad agency is handling the creatives. Speaking more on the promotional activities, Mathew said, “We will aggressively advertise the car through the Internet as it a fast-growing form of media. We have planned an online campaign for 2008. Print and radio ads are also in place. However, we don’t plan to release any TVCs as of now.”