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INTRODUCTION

INTRODUCTION TO AUTOMOBILE INDUSTRY
One of the fastest growing industries in the world is automobile industry. This automobile
industries even has its influence on the Indian market. Probably automobile industries occupy a
large market share in the worlds market as well as in the Indian market. Nearly 18% of the total
national income is being incurred from the automobile industry. From this we can estimate how
important is the automobile industry in the improvement of GDP of a country. In India automobile
industry has a growth rate is at the average of 10-12%.
INDIAN AUTOMOBILE INDUSTRY SINCE 1947:
Its fascinating drive through history, which begins as a story of isolation and missed
opportunities to one of huge potential and phenomenal growth.
India’s fixation with socialism and planned economies had a crippling impact on the
automotive industry in its formative years. The goal at that time for independent India was selfsufficiency. Issues like quality and efficiency were simply not considered.
Dependence of foreign technology was banned and manufacturers were forced to localize
their products; import substitution became the order of the day. Though we learnt to localize, the
cars we made were all outdated designs with little or not improvements for decades. The
automotive industry stagnated under the government’s stifling restrictions and the Indian car buyer
was saddled with cars of appalling quality and even then there was a waiting list that at one point
stretched to eight years!
This attempt at self-reliance failed miserably because of the industry’s isolation from the
best technology. The Japanese and later Korean auto industries were also highly protected in their
formative years but they never shut the door on technology. Instead, they relentlessly tapped the
best talent pools in the world to absorb the know-how to produce good cars.
One of the most important chapters in the Indian automotive industry’s history was written
by Maruti. It marked the Indian government getting into the far business in the early 1980’s, a
radical shift in thinking after decades of treating cars with disdain. The Maruti 800 went on to
become the staple car of India and put a nation on wheels. This little car set a benchmark for price,
size and quality and structured India as small car market.
It wasn’t till 1993 that things really started to change for the Indian car buyer. With the
liberalization of the economy, a host of international carmakers rushed in. But most of them were
in for a shock as Indian customers rejected their product. Indian customers refused to allow the
glitter of prestigious brands blind them to the outdated and overpriced products they were offered.
The Indian consumer wanted super value, and rewarded the brands that delivered it, handsomely.
Hyundai and Maruthi delivered, and profited.
The period also saw the emergence of the Indian players like Tata Motors and Mahindra &
Mahindra. They rose to the challenge of the MNC’s and responded brilliantly with the Indica and
the Scorpio. This was ironically due to the license raj that forced Indian carmakers to be innovative

and develop products frugally. India’s frugal engineering skill has now caught the world’s
imagination, and an increasing number of carmakers are preparing to setup major capacities here.
India is changing. And changing fast. It’s moving forward. India’s largest-selling car is not
its cheapest car, the 800. It is the Alto. People’s aspirations are rising and so are their mistakes,
have got their finger on the pulse of the market. Get the right product and the rewards are
handsome.
The Indian auto industry is today bubbling with promise and confidence. It’s been a long
journey but to see where the Indian car industry is going. We have to see where it has been.
Automobile industry in pre-independence:
The first motorcar on the streets of India was seen in 1898, Bombay had it first taxicabs by
the turn of the century. In 1903, an American company began a public taxi service with a fleet of
50 cars. For about 50 years after car arrived in India, cars were directly imported.
Before World War I, around 40,000 motor vehicles were imported. During the years
between the wars, a small start for an automobile industry was made when assembly plant were
established in Bombay, Calcutta and Madras.
The import/assembly of vehicles grew consistently after the 1920s, crossing 30,000 units by
1930. It was during the end of the war that the importance of establishing an indigenous
automobile in India was realized. Premier Motors, Hindustan Motors and Mahindra & Mahindra
set up factories in the 1940s for progressive manufacture rather than assembly from imported
components. The cars they chose to make were the latest in the world when they were introduced
in India in the formative years of the industry.
POST- INDEPENDENCE:
The government clamped down on imports and foreign investments. Companies like GM
and Ford packed their bags and left. India’s clock, thereafter, stood still while the world raced on
ahead. It would take nearly 50 years before the Indian auto industry could catch up with the rest of
the world again.
BROADBANDING ERA:
In January 1985, the government announced its famous ‘broad banding’ policy which gave
new licenses to brad groups of automotive products such as two and four-wheeled vehicles.
Through a liberal move, the licensing system was very much intact. A manufacturer had to
submit a phased-manufacturing programme to the Ministry of Industry specifying the
indigenization progress and allowing for almost complete indigenization within five to seven years.
The biggest hurdle was the foreign-exchange clearance required for these projects. Except for
MUL, which had direct access to policy-makers, every other manufacturer still faced a series of
obstacles.
Several new products were launched during this period. All three traditional carmakers
added new models to their ranges – Standard Motors returned to the car business after 10 years,
when in 1985 it introduced the Standard 2000, a Rover SD1 body with the old two-litre Vanguard

engine. HM bought in a 1972 Vauxhall Victor in 1985, transplanted its ageing Ambassador engine
into it and the Contessa was born.
THE BIRTH OF THE AMBASSADOR:
In 1957, a small tail fin was added on either side of the rear fenders, along with a new,
dimpled hood, and the car was re-christened the Ambassador Mark I. The car cost Rs.17,000. In
1963, it underwent a frontal facelift with a closely checkered grille and was named the Ambassador
Mark II. It would be another 12 years before the Ambassador got a facelift. In 1975, another minor
facelift to the same grille and a much bigger frontal facelift turned out as the Mark III. The Mark
IV, launched in 1979, was the last of the Mark cars.
The Ambassador Nova was launched in 1990, followed by Ambassador 1800 ISZ
three years later. The Nova was the last Ambassador powered by the 1489cc petrol engine. In
2004, HM launched the cosmetically-revised Ambassador under the Avigo name. Designed by
Mavendra Singh, the retro look Avigo had classic touch internals like a centrally mounted console,
beige-colored seats and wood finish interiors.
THE CONTESSA YEARS:
The Hindustan Contessa, launched in 1982, was one of the few luxury cars manufactured in
the country in the 1980s and 1990s. It was based on the 1970s vintage Vauxhall victor. While it
was initially launched with the 1489cc engine found in the Ambassador, the Contessa was soon
given the Isuzu engines. There were three versions of this car - 1.8GLX (Isuzu petrol), 2.0DLX
(Isuzu diesel) and the rare 2.0T (Isuzu diesel, turbo). The last Contessa rolled out in 2002, phased
out by the demand for cheap Japanese cars.
Some of the leading Indian auto players in Indian automobile industry are:




Premier,
Tata
Mahindra and Mahindra
Maruti
Hindustan motors

Premier:
The story of premier is the story of one mans vision, Seth Walchand Hirachand. He not only
give India its first car factory but also the country’s first aircraft factory – Hindustan Aeronautics
Limited and the country’s first modern ship yard, Hindustan Shipyard Limited
Building India’s first auto factory
Seth Walchand Hirachand has first started the trails to establish an Indian car manufacturing
plant in Indian for which he went to U.S.A. where three largest car manufacturing companies are
located. He wants Indian company to be completely independent, with Indian management capital
and employees, paying royalty or technology transfer payment to western countries.

After approaching General Motors they insisted on part ownership. Seth Walchand then
moved to second largest automaker Ford; Henry agreed, but delegated the project to Ford of
Canada, which refused. Finally the third largest automaker Chrysler agreed and singed in an
agreement in Bombay in 1940.
The arrival of FIAT:
In 1951, PAL singed up with Fiat to assemble the Fiat 500 in India. In 1952, the tariff
commission spelled out future for the auto industry – indigenize or get out. Companies like Ford
and GM, which had assembly operations in India, packed their bags and went home. But fiat
decided to stick it out and committed itself full-fledged manufacture of the Millicento in 1954. In
sep 1964, PAL and FIAT launched the Fiat 1100 DELITE in India.
The biggest customers for PAL’s were Bombay’s taxi drivers. The Padminies were easy for
maintenance in terms of spares and labour cost, low on running cost, easy to drive and reasonably
tough. It was everything that a taxi driver wants.
TATA Motors:
Established in 1945, Telco or the Tata Engineering and Locomotive Company, as its full
name suggests, started out making steam locomotives for the Indian Railways. Telco’s tryst with
vehicle manufacture came in 1945 when it signed a 15-year agreement with Daimler-Benz AG of
Germany to manufacture commercial vehicle. The director in charge from the Tata side was Sumant
Moolgaonkar.
This period was a shared birthing time for the Indian commercial vehicle industry – Premier
Automobiles in league with Chrysler, Hindustan Motors with General Motors and Ashok Leyland
with British Leyland – which all started truck production around the same time.
Telco’s biggest triumph came in 1985 in the LCV segment. The Tata 407, a brand new
product from bumper to tail-light, was designed and marketed by Telco to take on the technically
superior Japanese products. The 407 immediately captured 70 per cent of the market.
The TATA SUMO, launched in 1994, turned out to be the success story of the decade. The
Sumo was conceptually a brilliant vehicle. And it was also a product of the government’s eccentric
excise duty regulations at that time.
1998 was a landmark year for Tata – it launched the Tata Safari. Unlike the Sierra, Estate
and Sumo that were designed and developed using rudimentary manual methods, the Safari was
made with modern manufacturing and design processes to ensure new-found levels of quality and to
take the company a step closer to its ambition of becoming a global carmaker.
Yet, the most important landmark of 1998 was not the Safari. On 30 December 1998, Tata
officially launched the much-awaited Indica.
2001 also saw the company exit its joint
venture with Daimler-Benz. In 2002, Tata launched the Indigo saloon, based on the Indica
platform. On 29 July 2003, J R D Tata’s birth anniversary, the company was renamed Tata Motors
Limited. The Tata juggernaut continued to roll across the Indian auto industry with the launch of
the Indigo Marina in 2004.

MAHINDRA & MAHINDRA:
The story starts some time in the 1940’s. Pandit Nehru has a dream of building a modern,
industrially advanced nation. And inspired by Nehru’s vision are two brothers, Kailash Chandra
Mahindra and Jagadish Chandra Mahindra. K.C.Mahindra during his tenure in the United States
had met Berney Roos. Roos was the inventor of rugged ‘General Purpose’ vehicle or the Jeep. The
Jeep had earned reputation in the battle fields of World War II. On October 2nd 1945, the Mahindra
brothers joined hands with Ghulam Mohammed to set up a company to assemble American Willys
Jeeps in India. The collaboration between M&M and its original partner Kaiser Jeep Corporation
and later American Motor Corporation is for the phased manufacture of CJ3B Jeep. The company
is named Mahindra and Mohammed.
But after Independence Ghulam Mohammed migrates to Pakistan. With his departure
Mahindra & Mohammed is renamed by Mahindra & Mahindra in 13th January 1948. The first
vehicles are assembled in Mazaogaon in Bombay.
The first M&M built Willys Overland Jeep rolled out of the Mazaogaon plant on 3 June
1949. Five years later, in 1954, the first completely indigenous Jeep rolled out of the factory floor.
At one point 70 per cent of the sales were assured by army and government.

Vehicle model
Mahindra MM 540
Commander
Mahindra Armada
Voyager van
Escort (M&M-ford)
Bolero
Scorpio

Year of launching
1985
1991
1993
1996
1996
1996
2002

Scorpio launched in 2002, a completely indigenous product that took Mahindra & Mahindra 6 long
years to design and develop. The Scorpio has played a critical role in changing the perception and
brand image of the country. The 2.6 litre turbo-diesel engine developed 109bhp. The Scorpio has
been the vehicle of M&M’s change, from a utility vehicle-maker to a lifestyle SUV manufacturer.
MARUTI:
It began with the promise of being the ‘People’s Car’. The car never went into production
and the company went belly-up in 1977. Six years later, it rose like a phoenix from the ashes and
changed the Indian automotive sector forever. The company – Maruti Udyog Limited. The story of
Maruti dates back to the 1970’s. Indira Gandhi was the prime minister of India. Her son, Sanjay
Gandhi, envisioned the manufactured of an indigenous cost-effective, low-maintenance compact car

for the Indian middle-class. The Cabinet passed a unanimous resolution for the development and
production of a ‘People’s Car’. The name of the car was chosen as ‘Maruti’.

The Car that changed India:
The Maruti 800 was essentially a Suzuki SS80, which was called the Fronte in Japan and
Alto in most of the other markets. The 796cc, in-line, three-cylinder power plant produced 39.5bhp
at 5500rpm.
Maruti marked the beginning of a revolution in the Indian automobile industry. The Maruti
800, with its compact size, nimble handling and perky engine, offered the Indian motorist a cheaper,
friendlier alternative. On 14th December 1983, Harpal Singh became Maruti’s first customer as he
received the keys of his Maruti 800 car from Prime Minister Indira Gandhi. The car cost Rs.48,000.
The new Maruti, launched in June 1986, cost approximately Rs 15,000 more than the outgoing
model.

The new Maruti:
In 2005, Maruti launched the Swift, for the first time in its 20-year history. The Swift
signaled the importance of the Indian market in the world. A team of engineers from Maruti
worked on the design of the Swift in Hamamatsu, Suzuki’s headquarters in Japan.

Model
Maruti 800
Maruti Omni
Maruti Gypsy
Maruti 1000
Maruti Zen
Maruti Esteem
Maruti Baleno
Maruti Wagon R
Maruti Alto
Maruti Versa
Maruti Swift
Maruti Zen Estilo
Maruti SX4
Maruti Suzuki Grand Vitara

Year of launching
1983
1984
1985
1990
1993
1994
1999
1999
2000
2001
2005
2006
2007
2007

The other cars which have their share in the Indian Auto Mobile industry are:
The Indian auto industry has exploded in the last 14 years. And car markers are learning
some very hard truths. While the economic reforms process was kicked of f in 1991, it was only in
1993 that the automobile industry was finally delicensed and the restrictions were removed.

Between 1993 and 95, government regulations limited a foreign company’s stake to a
maximum of 51 percent of the equity. Hence the only method of entry for an MNC then was
through a joint venture with a local partner. The most preferred partner was an existing automaker.
In 1994-95 saw the announcement of quite a few JV’s.
➢ Premier and Peugeot to form PAL-Peugeot.
➢ GM and CK Birla to form GM India.
➢ Mercedes Benz and Tata Motors.
➢ M&M and Ford to form Mahindra-Ford India.
In 1995, the government announced its decision to allow foreign auto companies to enter
with a 100% stake or wholly-owned subsidiaries. This changed the dynamics of joint ventures in
India.
The other automobile industries which play a crucial role in the Indian automobile industry are:
➢ Daewoo Motors India.
➢ General Motors India
➢ Mercedes-Benz
➢ Hyundai Motors
➢ Honda SIEL
➢ Toyota
➢ Skoda India

COMPANY PROFILE

Ford Motor Company

!
Ford Motor Company is an American multinational corporation and the world's third
largest automaker based on worldwide vehicle sales.
In 2006, Ford was the second-ranked automaker in the US with a 17.5% market share,
behind General Motors (24.6%) but ahead of Toyota (15.4%) and DaimlerChrysler (14.4%). Ford
was also the seventh-ranked American-based company in the 2007 Fortune 500 list, based on global
revenues of $160.1 billion. In 2006, Ford produced about 6.6 million automobiles, and employed
about 280,000 employees at about 100 plants and facilities worldwide. In 2007, Ford had more
quality awards from J.D Power than any other automaker.
Based in Dearborn, Michigan, a suburb of Detroit, the automaker was founded by Henry
Ford and incorporated in June 16, 1903. Ford now encompasses many global brands, including
Lincoln and Mercury of the US, Jaguar and Land Rover of the UK, and Volvo of Sweden. Ford also
owns a one-third controlling interest in Mazda.
Ford has been one of the world's ten largest corporations by revenue and in 1999 ranked as
one of the world's most profitable corporations, and the number two automaker worldwide.
Ford introduced methods for large-scale manufacturing of cars and large-scale management
of an industrial workforce, especially elaborately engineered manufacturing sequences typified by
moving assembly lines. Henry Ford's combination of highly efficient factories, highly paid workers,
and low prices revolutionized manufacturing and came to be known around the world as Fordism
by 1914.

!

History

Henry Ford (ca. 1919)

Ford was launched in a converted factory in 1903 with $28,000 in cash from twelve investors, most
notably John Francis Dodge and Horace Elgin Dodge who would later found the Dodge Brothers
Motor Vehicle Company. During its early years, the company produced just a few Model T's a day
at its factory on Mack Avenue in Detroit, Michigan. Groups of two or three men worked on each car
from components made to order by other companies. Henry Ford was 40 years old when he founded
the Ford Motor Company, which would go on to become one of the largest and most profitable
companies in the world, as well as being one of the few to survive the Great Depression. The largest
family-controlled company in the world, the Ford Motor Company has been in continuous family
control for over 100 years.

Corporate governance:
Members of the board as of early 2007 are: Chief Sir John Bond, Richard Manoogian, Stephen
Butler, Ellen Marram, Kimberly Casiano, Alan Mulally (President and CEO), Edsel Ford II, Homer
Neal, William Clay Ford, Jr., Jorma Ollila, Irvine Hockaday, Jr., John L. Thornton and William Clay
Ford (Director Emeritus).
The main corporate officers are: Lewis Booth (Executive Vice President, Chairman (PAG) and Ford
of Europe), Mark Fields (Executive Vice President, President [The Americas]), Donat Leclair
(Executive Vice President and CFO), Mark A. Schulz (Executive Vice President, President
[International Operations) and Michael E. Bannister (Group Vice President; Chairman & CEO Ford
Motor Credit).. Paul Mascarenas (Vice President of Engineering, The Americas Product
Development)
FORD IN INDIA:
Ford started its innings with the Mahindra-Ford joint venture formed in 1994, which
produced the Escort out of M&M Nashik plant. After meeting initial success, sales of the Escort
was finally replaced by the Ikon in 1999.
The Ikon marked a new beginning for Ford in India. It rolled out of the Marajmalaingar
plant near Chennai and by now, the company had parted ways with M&M and was renamed Ford
India Ltd in 1998. The Ikon was the first model by a multinational to be developed specifically for
India. Though it was based on the Fiesta, it was a unique body style and was offered and was
offered with an option of three engines, including a diesel. The car was a big hit. The Ikon
underwent several face-lifts and price cuts to keep demand high. However, fresher competition and
a reputation for high-maintenance saw sales gradually decline. After the arrival of the modern and
highly-capable Fiesta, another made-for-India car, with state-of-the-art engines, the Ikon has been
marginalized. The Fiesta has picked up where the Ikon left and is selling well.
Though the Ikon and Fiesta have been the mainstays of Ford’s production in India, the
company has had limited success with other models. The Mondeo, launched in 2001, was a very
talented car by was simply not suited to Indian conditions and earned a reputation for being
exorbitant to maintain.

The Endeavour SUV was launched in early 2004 and has sold well for its niche. The
Endeavour has recently been upgraded in 2007 and this has boosted the appeal of the big SUV. In
2004, Ford launched the Fusion, which has received a lukewarm response though the recent diesel
variant has perked up sales.

Fortune Ford is an authorized dealer for Ford India Limited, who are one of the leading
manufacturers of top quality cars in India, with many variants in the offering.
Fortune Ford is a 50:50% Joint Venture set up between two well known and reputed
families in Hyderabad, the Modis and the Babu Khans. Fortune Ford is a blend of experience and
youth. The experience and good will that Mr. Misbahuddin Babu Khan and Mr. Pramod Modi enjoy
blend very well with the youth and energy of the youngsters Bashir, Ashish, Nirav and Siraj to make
Fortune Ford a truly world class Ford Dealership.
Fortune Ford markets and services the recently launched truly European Ford Fiesta, the
ever-popular Ford Ikon Flair, the No non-sense car Ford Fusion and the macho SUV the Ford
Endeavour through its sales and service outlets at Hyderabad. The sales outlet is located
strategically at Somajiguda next to Eanadu. We have two service centers, one at Chapel Road,
Abids opposite Stanley College and other one at Fathebagh, Santhnagar. These centrally located
outlets provide convenient and easy access to both the proud owners as well as prospective buyers.
The workforce at Fortune Ford is committed to excellence in serving all esteemed customers.
The Sales Team is made up of dedicated showroom and field executives who are
professionally trained by Ford India Limited. They are adept at guiding the customer through the
entire sales process right from assisting in the choice of model, colour and features to lending a
helping hand in providing attractive buyback options and also arranging finance at competitive
rates.
The Service Centre is armed with the state-of-the art equipment and is in-line with Ford's
exacting Global standards. The service team is technically qualified and trained to analyze and
provide solutions adhering to Quality Care, in order to satisfy even the most demanding customers.
The Fortune Ford dealership maintains a high standard of excellence in sales and services
by sending its personnel for training on a regular basis to Ford India Limited, to update them with
the latest technological advances in the automotive sphere.
SHOWROOM
We have 5000 sft centrally air conditioned showroom, located at E-110, Main bypass road Mewar
Industrial area Madri in Udaipur . This makes convenient for almost every one residing in and
around Chittorgarh, Dungarpur and Rajsamand.

The facilities offered from the showroom are :
1. Very easy finance facility with in-house finance team to cater to your every car finance
requirements. All the leading finance counters are available like ICICI, HDFC, KOTAK,
SUNDARAM, SBI, etc.

2. Exchange offer for any of your used car. Free spot evaluation for any usedcar.
3.
Professionally trained and courteous sales staff to take care of every relevant needs of the
customers.
4. Ford preferred insurance for cashless transactions in the event of claims. Special offers on
Insurance renewals.
5.Full range of Ford cars with all colors and models to choose from.
6. A good stock of Ford genuine accessories to make your Ford ownership more delightful and
safe.
7. A well maintained fleet of test drive cars to give you the feel and experience the drive dynamics
on actual driving conditions before take the purchase decisions. You can call our sales help line for
test drive or fill the on-line test drive requisition form.

Significant milestones

The first Indian built Ford Escort rolled off the assembly line in 1996.

The Company was able to deliver Ford Escorts in seven major cities simultaneously, in just
a month after booking.

The Special Value Pack program was launched in 1997, with commemorative 'Freedom',
followed by the petrol and diesel driven 'Anniversary'. Recent SVPs have included the
Orion, Alpha and Sport - E.

Ford Escort won the J D Power Award in India Quality Survey in 1997.

Ford topped the Customer Satisfaction Index (CSI) ratings in 1997 and 1998, in the
Customer Satisfaction Survey.

QualityCare, Ford's branded service initiative, provides car owners with superior services at
its dealership countrywide.

The new, integrated manufacturing plant was dedicated in March 1999, where FORD IKON
is manufactured.

Ford India launched Ford Assured on April 24 2000, a new initiative to buy and sell used
cars of all makes.

On September 11, 2000. Ford India launched the Ford IKON SXi – the stylish ‘josh’
machine

Ford India has started exporting Ford IKON

2001

Ford India launched the Ford Mondeo.

2002
• Ford India show cases a wide spectrum of exciting cars at the Auto Expo

• Ford India Limited announced a strategic partnership with Hindustan Motors Limited
(HML).
• Certified QS 9000: 1998, 3rd edition on March 21, 2002 Ford India received the QS 9000
award from TÜV Süddeutschland.
• New Ikon Variant 1.6 EXi was launched

2003:
• The New Ford Ikon NXT launched - The Next Level of Josh.
• Adding Refinement to Josh- Ford India launches Ikon NXT ‘Finesse.’
• Ford Celebrates Centennial in India.
• Ford India launches Ikon NXT SXi.
• Ford India Ranks Highest in J.D. Power India Sales Satisfaction Study.
• Ford launches Ikon Flair at Rs. 4.95 Lakhs.

2004: Autocar SUV of the Year – Winner Ford Endeavour.
2007:

FORD Motor Company of Southern Africa achieves three wins and two seconds on this year
total economy run

DOE AWARDS FORD two grants for vehicle fuel efficiency research.

FORD MONDEO IS AUTO EXPRESS car of the year.

LAND ROVER DISCOVERY 3 scoops category win at TOWCAR AWARDS 2007

FORD MONDEO is the Caravan Club TOWCAR of the year 2008.

Introduction of K.S. Ford
K.S . Group got the coveted dealership for Ford Cars in year 1997 and to meet the service
requirement of the customers, we set up a most advanced workshop facility at Udaipur. 


A customer friendly reception awaits you on your arrival and you are welcome to a joint inspection
of your Ford Car at the Interactive Reception lifts .You can relax comfortably in the air conditioned
lounge while your car is being attended to. 


K.S. Ford have the most modern computerized testing machines operated by factory trained, highly
experienced technicians. The blue painted floor, neat and clean layout of equipment provides the
ideal ambience for the workshop staff and customers. For quick and quality repairs, the workshop
has 2 post and 4 post lifts, and most expensive computerized Diagnostic equipment is used for
accurate diagnosis of defects. Every car is washed and vacuumed before delivery. 



The computerized wheel aligning equipment used at our workshop provides accurate adjustments to
give you a vibration free driving pleasure. 


The World class Cellete equipment is employed in the body shop to enable accurate pulling of
accidental bodies to their original shapes. A most modern Blowtherm Paint booth enables to paint
the car bodies in an absolutely dust free enclosure. The paint finish is comparable to a factory finish
new car.

PRODUCT PROFILE

Ecosport:

PRICE (lacs) :

9.77

Engine :

TDci diesel

Type :

4 Cyl. In – Line, 16 – V DOHC

SSS Construction :

All Aluminum Alloy

Fuel System :

SEFI

Displacement (cc) :

1498

Compression Ratio :

16:1

Max. Power (ps/rpm) :

100 / 3750

Max. Torque (nm/pm) :

205 / 3250

Emission Stage :

Bharat Stage IV

Kerb Weight (Kg) :

2520

Transmission :

Manual 5 Speed

Max Speed (Kmph) :

174

Mileage :

11.3

Endeavour:

!
PRICE(lacs)

(4X2)

16.16

(4X4)

17.17

Engine:
Type

2.5 litre, 4 Cylinder in-line, Turbocharged & inter-cooled diesel

Displacement (cc)

2499

Max. Power (PS/rpm)

116/3500

Max. Torque (kgm/rpm) 28.5/2000
Ignition System

Compression

Valve System

SOHC, 12 Valves

Fuel System

Indirect Injection Mechanical Pump

Emission

Exhaust Gas Recirculation (EGR) Meeting Bharat Stage III Norms

Kerb Weight (Kg)

1933/1958

Transmission

Manual 5 Speed

MaxSpeed (Kmph)

142

Mileage

8.2

!

Aspire:

Engine

1.4 EXI

1.6 ZXI

1.6 SXI

1 . 4 E X I 1.4 ZXI 1 . 4 S X I
(TDCi)
(TDCi)
(TDCi)

Price(in lacs)

6.76

7.28

8.28

8.00

Type

4 Cylinder in-Line, 16 Valve 4 Cylinder in-Line, 8 Valve
DOHC
SOHC

Construction

All-aluminium Alloy

Fuel System

SEFI

Displacement

9.19

High Pressure Common Rail

1388

1596

1596

1399

1399

1399

Compression Ratio

9.75:1

9.75:1

9.75:1

18:1

18:1

18:1

Max. Power ps/rpm
Output

82/6000

101/6500

101/6500 68/4000

68/4000

68/4000

146/3400

146/3400 160/2000

160/2000

160/2000

Max. Torque

cc

8.52

Nm/rpm 127/4000

Emmision Compliance

Bharat Stage III

Transmission Type

5 Speed Manual

Kerb Weight (Kg)
MaxSpeed (Kmph)

170/178

Mileage

14.75/13.6

MARKETING STRATEGIES OF FORD

MARKETING STRATEGIES OF FORD:
Product differentiation based on operational efficiency:
FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the
plank of service. It has gone in for a new norm in customer service: “fix it right-the first time-on
time”. Ford is also supplying videotapes showing how repairs have to be done.
Adopting Offer to Suit Target Segment:
Ford modifies its models for India:
Ford modified its models for the Indian target segments as shown below:
➢ Higher ground clearance to make the car more compatible to the rougher road surface in India.
➢ Stiffer rear springs to enable negotiating the ubiquitous patholes on Indian roads.
➢ Changes in cooling requirement, with greater airflow to the rear.
➢ Higher resistance to dust.
➢ Compatibility of engine with the quality of fuel available in India.
➢ Location of horn buttons on the steering vehicles. (As the India motorist uses the horn more
frequently, for cars sold in India, the horn buttons are kept on the steering wheel and not on a
lever on the side as in the models sold in Europe.)

Strategic segmentation of cars:
The Ford in India has launched the car only for few segment of people.
The segmentation of car buyers based on price preferences are
• Family car segment: These cars forms a reasonably sizeable segment of the market (around 15
percent).
Preferred price range is from 5 lacs to 6 lacs.
‘FORD IKON’ AND ‘FORD FUSION’ come under this type of segment.
• Premium car segment: This segment represents buyers who need a real world-class car and are
willing to pay the due price.
Preferred price range starts from 8 lacs to 12 lacs.
‘FORD FIESTA’, ‘FORD MONDEO’ come under this segment of cars.
• SUV segment: The buyers of this segment like to have a big vehicles.

And these cars are also useful for sport riding and even on hill areas. There body is designed
similar to offroad vehicles, which can withstand to Indian roads.
‘FORD ENDEAVOUR’ occupies this segment.

Strategic Promotions by FORD:
Ford follows the promotions at two levels, they a
1) Promotions of product directly by the manufacturer.
2) Promotions at dealer level.
In the first step the products of vehicles manufactured by the Ford Automotives are directly
promoted by the manufacturer by himself. He follows many promotional strategies like
1. Advertising through television and newspaper.
2. Internet or interactive marketing.
3. Direct marketing.
In the second step the dealer of the vehicles promotes the vehicles.
The various promotional strategies followed by the Fortune Ford at dealer are
1. Advertising though news papers, radios, palm plates. In this all the features of the product
and its prices are given in detail to the customer.
2. In televisions the scrolling are given about the product and its features.

Hoardings:
A heavy picture of the product which comprises of its attributes and special features are displayed
on the roadsides in the form of hoardings. It is a bit expensive strategy but attracts many people
who pass by that roadside.
This type of advertisement is prepared for those segments of people who cannot afford their
time in reading newspapers and watching televisions. While travelling from their home to office,
moving on their business activities they may watch these hoardings. These hoarding are especially
setup at the road signal stops.

Maintaining Data Bank:
In this the dealer collects personal/bio-data(address and contact number) of many people
from various organizations and different sector who are ready to buy the vehicles and who change
the vehicles regularly.
These people are met-in person or contacted through their contact number. The various new
features and new offers regarding the vehicles are advocated to them and are given discounts on

group purchase of vehicles, i.e. if 5 or more friends in the group purchase the cars at a time then
they are given special discounts on the vehicles.

Free Insurance:
The Fortune Ford gives a special offer of free insurance on the purchase of each vehicle to
its new customers.

Relationship Marketing:
Fortune Ford pays a special attention towards its old customers. To retain the old and
existing customers it conducts a corporate meet at a luxurious hotel. The event aims at knowing
the problems of the customers regarding the vehicles and also service feedback.
In this way it maintains an effective relationship with the customers and gains the reputation
and goodwill in the minds of the customers.

Sales Promotion:
The sales promotion is done in the fortune ford at three levels:
1. Showroom sales: In this the customers walk in to the showrooms to know about the details of
the product. Specially trained sales executives who are present in the showrooms give a
detailed explanation about the product to the customers.
Sales executives give a detailed note on the products features, various offers
given by the manufacturer and also by the dealer to the customer and enhances
the sales of the vehicles.
2. Corporate sales: A special team of sales executives are sent to some big corporate sectors and
there they personally meet the heads of the organizations like C.E.O’s, Managers etc., and
explain about the vehicles and the offers and special schemes provided by the dealer to them
on bulk purchase of the vehicles and try to promote the sales of the vehicles.
3. Field sales: The sales executives conduct some events with the corporate working people and
try to demonstrate the product features and its benefits and try to promote the product and
increase its sales.

Conducting Customer Delight Program:
This is a unique program conducted by the Fortune Ford. This is a program conducted to
retain the old customers of the Ford. The old customers of the Fortune Ford are meet personally
and they are requested to give their feedback by filling in the questionnaire which is specially
prepared for them. In this questionnaire their problems regarding the vehicle and also their post
sale service experience are taken. If there exists any problem, then the Fortune Ford service men
try to resolve the problems of their customers as soon as possible and makes the customer satisfied.

This is a technique to attract the new customers by satisfying the old customers and gaining
goodwill in the market.

STRATEGIC SALES STANDARDS:







Fortune Ford maintains strategic sales standards in the following manner.
The Sales faculty is clean, tidy and inviting, making customers comfortable while
purchasing products and availing services.
Customers are courteously acknowledged within two minutes of their arrival and are
advised that a Sales Consultant will be available upon request.
The Sales Consultant’s appearance and dress will be of the highest standards.
An advisory relationship is established between the customer and the Sales Consultant who
listens to the customer, identifies their needs and ensures that they are met.
A pleasant, non-pressured purchase experience will be provided during which a thorough
demonstration of the vehicle features and benefits will be made.
A test drive will be offered to all customers.
Using a check list, the Sales Consultant delivers the vehicle in perfect condition when
promised.
Customers will be contacted within one week after delivery to ensure total satisfaction.

MAINTAINING SERVICE STANDARDS:
✓ An efficient service facility allows a customer to avail all the service provided by
Fortune Ford, in a clean and welcoming environment.
✓ An appointment is available within 5 working days of the customer’s request.
✓ Customers are courteously acknowledged within two minutes of their arrival and the
write-up will begin with five minutes.
✓ Service needs are courteously identified, accurately recorded on the repair order and
verified with the customer.
✓ The vehicle is serviced right on the first visit.
✓ The vehicle is ready on the agreed upon time.
✓ A through explanation of work done, warranty coverage and charges is given to the
customer.
✓ All service repair work will be followed up within five working days.
✓ Each vehicle will be washed before being returned to the customer.

EXTENDED WARRANTY:
Fortune Ford gives an extended warranty to its customers where there will be an extended
time duration in the warranty.
What is Extended Warranty?

♦ Factory Warranty covers only for a specific period of time/mileage.
♦ After the factory warranty expires, customer is exposed to the risk of parts failures. This is
applicable for any machine/equipment/vehicle.
Extended Warranty:




Is an extension of Factory Warranty
Offers almost similar coverage as Factory Warranty
Comes with a time-bound (eg. 1yr/2yrs but unlimited mileage cap)
Covers all Mechanical and Electrical Failures
Covers labour

Why is extended warranty needed?
♦ Offers peace of mind motoring
♦ Protects against unexpected and non-budgeted expenses
♦ Can be transferred, hence increases the resale value.

What does it NOT cover?
♦ Does not cover wear and tear of parts
♦ Does not cover scheduled service items
♦ Does not cover accident repairs
Benefits to customer








Protection from manufacturing and material defects
Car can be repaired at any Ford out let across the country
Unlimited number of claims
No excess to pay
One up-front payment only
Inflation protection from rising costs of parts and labour
All repairs carried out by qualified Ford technicians
Warranty can be transferred when vehicle is sold – better resale value
Total peace of mind

TOTAL MAINTENANCE PLAN
What is Total Maintenance Plan?
♦ Cost of ownership is the key factor while considering vehicle purchases
♦ As part of regular maintenance, customers spend on
a) Maintenance parts that are to be replace at specific intervals
b) Replacement of worn out parts
c) Labour charge for the above
♦ A comprehensive maintenance plan by Ford will serve as a good tool to improve the service
experience and minimize concerns on cost of ownership of the vehicle
♦ Total Maintenance Plan (TMP) is a complete service solution provided to the customer.
This enables the customer to have total peace of mind in the form of a “Maintenance
Holiday”
What does it cover?
♦ Scheduled servicing like Engine Oil change, Fuel filter, Oil filter, Spark plugs etc.
♦ Non-scheduled maintenance like Brake Pads/Shoes, Brake Discs, Clutch Plates, Lower
Suspension Arms, Shock Absorbers etc..
♦ Mechanical/Electrical repairs
♦ Labour for all the above
What does it NOT cover?
♦ Accident repairs
♦ Tyres
♦ Fuel

Benefits to the customer








Total peace of mind
Fixed price for next 2 to 3 years
Increased residual value of the car
Only Ford genuine parts are used
Can avail this service across the country at all Ford authorized outlets
Transferable
Incase of total loss, can be cancelled
Ford factory backed programme
Diagnosis/repairs as per recommended standards and practices

♦ Vehicles serviced by Ford trained and certified technicians

RESEARCH METHODOLOGY

Objective of study



To analyse the competitive advantage of ford
To know the influence of various Marketing Strategies, Promotional Activities towards the
customers of four wheelers (cars).
To know whether the customers are satisfied with the offers given by the dealer.
TO study and analyze the customer's perception regarding the usefulness/utility of Ford cars.

Type of research
Descriptive Research Descriptive research includes and fact finding enquires of different kinds.
The major purpose of descriptive research is description of the state of affairs as it exists at present.
Researcher has no control over the variables of this type of research.The methodology of the study
is based on primary data. The primary data was gathered from the so as to establish a
comprehensive comparison with the help of statistical charts and tables.

Methods of Data collection
PRIMARY DATA:
It consists of information collected for the specific purpose, survey research was used and he
all the details of Ford and their competitors were contacted. Survey research is the approached
gathering description and information.

Sample size and method of selecting sample
A sample of 100 respondents was agreed upon by the group and after the questionnaire was
drafted, the method of simple random sampling was chosen to conduct our survey.

Simple random sampling

simple random sampling is a method that gives each element in the population an equal
probability of getting into the sample, and all choices are independent of one another. It gives each
possible sample combination an equal probability of being chosen.

Scope of the study







It gave a change to use the conceptual knowledge in actual
Environment in prepares the researcher use the knowledge in His future endeveaour.
How to increase sales of Ford.
To create an awareness of Ford and its product.
To know the marketing strategies and Sales promotion activity in Ford.
It gives insight of the topic.
This research is useful for the company as it helps the company in comparative analysis.
This research is useful for the company to know their competitive advantage.

Limitation of study





The study was restricted to theoretical ground only so it was difficult to draw the true
interpretation of the study.
The conclusion arrived at are based on a very less experience
The survey is conducted to in very short time. Hence shortest of time is a big limitation for
the survey.
We use questionnaires tool for data collection.
In the Udaipur city, Peoples are very busy in work. They do not give enough time for answer
of questions.
Due to time constraint the survey could be conducted only in Udaipur. This proved to be a
limitation because the results thus obtained cannot be accurately generalized for the entire
country.
Indifference and lack of interest disposed by a few respondents
leading to unauthentic
responses.

FINDINGS ANALYSIS AND INTERPRETATION

FINDINGS,ANALYSIS AND INTERPRETATION
1. Which of the following Ford car you own?

!

Data analysis:
Name of the car

% of customers

Fiesta

49

Aspire

27

Endeavour

15

Figo

9

Total

100%

Fiesta

Aspire

Endeavour

Figo

Interpretation: This question is meant for taking the information regarding the most preferred car
in the Ford cars. From the above graph it is found that most preferred vehicle of Ford cars is Fiesta.

2. What do you like most about your Ford car?

!

Data analysis:
Customers preference

% of customers

Style/design

18

Comfort

46

Ford brand

26

Service

10

Style/design

Comfort

Ford brand

Service

Interpretation: This question is meant to know the customers preferences and likes towards the
cars. From the data we can position our product to the comfort seeking group of people.

3. What do you feel great about your car when compared to other cars in the market?
Data analysis:
Customers perspective

% of customers

Fuel efficiency

4

Durability

14

Low maintenance

18

Sound quality

24

Brand name

40

Fuel efficiency
Sound quality

!

Durability
Brand name

Low maintenance

Interpretation:
From this question we can position the cars according to the customer’s
perspectives. Many of the Ford customers are buying the cars by seeing its Brand Name only. The
no. of customers satisfied with the fuel efficiency are very low.

4. How did you come to know about this car before purchasing?
Data analysis:
Source of awareness

% of customers

Friends, relatives

18

Advertisements

50

Car experts

6

Sale’s persons visit

16

Auto magazines

10

!

Friends, relatives
Sale’s persons visit

Advertisements
Auto magazines

Car experts

Interpretation:
Most of the Ford customers came to know about their vehicle through
advertisements only. The major media that attracted the customers is television.

5. Can you share your experience with after sale service support
Data analysis:
Post service experience

% of customers

Very much satisfied

12

Satisfied

30

Ok

50

Not satisfied

8

50

50

38
30
25

13

12
8

0

Very much satisfied

!

Satisfied

Ok

Not satisfied

Interpretation: This question is prepared to know the service levels of the authorized dealer. Most
of the customers are just telling ok about the service. Only a very few customers are very much
satisfied with the service. Even some of the customers are not satisfied with the service given by the
authorized service men.

6. Where do you get your car serviced regularly?
Data analysis:
Place of service

% of customers

At authorized service centre
At a local workshop near home

50

82
18

41

38
25
9

13
0

at authorised service centre

At a local workshop near home

at authorised service centre
At a local workshop near home

!

Interpretation: Most of the Fortune Ford customers are interested to service their vehicles only at
the authorized dealers. From this we come to know what the importance of authorized service
centers for car is.

7. Which bank do you prefer in getting financial help while purchasing a car?

Data analysis:
Name of the bank

% of customers

ICICI

42

HDFC

12

SBI

40

Others

6

ICICI

!

HDFC

SBI

Others

Interpretation: Most of the customers prefer ICICI and SBI banks for taking financial help
while purchasing a car. Customers are asking for 0% interest on financial help provided by the
banks.

8. Which type of finance do you prefer?

Data analysis:
Type of finance

% of customers

In house finance

60

Out house finance

24

No difference between the two

16

In house finance
No difference between the two

!

Interpretation:

Out house finance

To know the customers opinion about the finance and their interests in
preferring the finance from various sources, this question is prepared. Most of the customers
prefer only In house finance compared to outhouse finance.

9. To which media do you get expose regularly?
Data analysis:
Media

% of customers

Televisions

52

Magazines

14

News papers

32

F.M/Radio

2

Televisions

!

Interpretation:

Magazines

News papers

F.M/Radio

From this analysis we come to know that most of the customers are
interested in watching televisions, which is a good media for communicating with people and
delivering our intentions about product.

10.Which kind of T.V. channels do you watch regularly?
Data analysis:

!

T.V. Channels

% of customers

National news channels

20

Regional news channel

32

Sports channels

8

Entertainment channels

40

National news channels
Sports channels

Regional news channel
Entertainment channels

Interpretation:

This question is meant to know the interests and preferences of customers
towards T.V. channels. More than quarter of the sample size showed interest only on the
entertainment channels and next preference goes to the regional news channels.

11.What’s your opinion on the price list of Ford cars?
Data analysis:
Customer opinion on pricelist of ford % of customers
car
Affordable by common man

12

Affordable only by rich man

84

Cant say

4

50
4200%

38
25
13

600%
200%

0
Affordable by common man
Affordable only by rich man

Cant say

!

Affordable by common man
Affordable only by rich man
Cant say

Interpretation: More than 80% of customers think that Ford cars are affordable only by rich
men. These cars are too expensive for an economic/comman man of the society.

12. What kinds of offers do you like or expect from the dealer?

Data analysis:
Offers

% of customers

Free insurance

18

Special discount on sale of cars

6

Extending the service period

54

!

Finance availability with 0% 22
interest

Free insurance
Extending the service period

Special discount on sale of cars
Finance availability with 0% interest

Interpretation:

By the result of this question we come to know about the various
promotional techniques/offers which attract the customers. From the above analysis many
customers are expecting the extension in the service period from the various offers given to
them.

13.What more do you expect from your dealer?

Data analysis:
Expectations of customer

% of customers

Information about new cars

4

Information about service and mileage

68

Assistance regarding loans and 8
insurance
Understanding customer needs

20

Information about new cars
Information about service and mileage
Assistance regarding loans and insurance
Understanding customer needs

!

Interpretation:

Most of the customers are expecting the information about service and
mileage regarding the cars from the dealer. From the above analysis we come to know about
the customer’s expectations and their post purchase service demands from the dealer.

14.How do you feel when an unknown sales person approaches you by knowing your
full details to demonstrate about any product?

Data analysis:
Customer opinion

% of customers

I will not respond

22

Lost my privacy

10

Interested in knowing (if I feel a need of 68
it)

I will not respond
Interested in knowing (if I feel a need of it)

!

Lost my privacy

Interpretation:

This question is prepared indirectly to know about the customer’s opinion
about the Data Bank maintenance by the Fortune Ford. In reply majority of the customers gave
a positive reply by showing interest in knowing about the cars when a sales person gives a
detailed description about the cars.

15.What’s your opinion on a Brand Ambassador for the cars?

Data analysis:
Customer opinion on ambassador

% of customers

Very necessary

86

Not needed

14

Waste of money for manufacturer

0

Very necessary

!

Not needed

Waste of money for manufacturer

Interpretation: This question is meant to know about the importance of Brand Ambassador
for a car in the customer’s point of view. Most of the Ford customers think that a Brand
Ambassador is very necessary for promoting a car.

16.What’s your opinion about the previous Ambassador Abhishek
Bachan for the car Ford Fiesta?

Data analysis:
Customer opinion

% of customers

Full filled the purpose

76

Unable to attract customers

20

He was not apt for it

4

40

3800%

30
20

1000%

10

200%

0
Full filled the purposeUnable to attract the customersHe was not apt for it

Full filled the purpose
Unable to attract the customers
He was not apt for it
!

Interpretation:

Most of the Ford customers think that the previous Brand Ambassador
Abhishek Bachan for the car Ford Fiesta full filled the purpose and he was able to increase the
sales of the cars Fiesta.

17. Whom do you suggest as a right person for promoting a car?

Data analysis:
Customer suggestion

% of customers

Sports person

36

Film star

42

Car expert

14

Any celebrity

8

Sports person

!

Film star

Car expert

Any celebrity

Interpretation:

Most of the customers of Ford suggest a film star as the best ambassador.
Because many of them get attracted only to their favorite film stars other than other brand
ambassadors.

18. What other brand(s) did you seriously consider before making this
car purchase?
Data analysis:
Brand name

% of customers

Hyundai

38

Skoda

24

Maruti

10

Honda

18

Toyota

Hyundai

!

10

Skoda

Maruthi

Honda

Toyota

Interpretation: Most of the Ford customers are opting for Hyundai when they are asked to
consider a brand other than Ford. Skoda occupies the second place in their preference.

CONCLUSION
The study of sales department of any organization is not just a study work
of few months. This is a very short time period for reaching any conclusion
on the marketing strategy of the organization. This is a very wide subject
f o r w o r k . I n t o d a y ’s r a p i d l y c h a n g i n g w o r l d , t h e r e a r e a l o t o f t h i n g s f o r
learning in the field of business. It means we are new at every moment.After
a brief study of Ford Ltd. In sales department, I reach on some conclusion.
These all are presented in the following of the company in marketing field:

The work environment of the organization
suitable for the better work performance.

There are a lot of opportunities of growth in the
organization.

So many facilities are provided to the employees of the
organization.

Management of the organization is helpful for the
employees in any kind of problem.

is

friendly

and

RECOMMENDATIONS

1) Ford Should try to increase the number of Service centers.
2) Recruiting efficient service men in the service centers.
3) The service men in the service centers are unable to understand the problems told by the
customers, and they are not resolving the cars problems.
4) Provide information on service and mileage regularly.
5) Information must be provided about new cars along with their price lists at least once in
6 months.

6) Advertisements through televisions can influence many categories of people. So try to
concentrate on this segment. We don’t see or find much of the Ford car advertisements
in T.V except Fiesta.
7) Ford should offer financial facility at 0% interest.
8) Customer should be educated about the maintenance of the vehicle. i.e. maintenance tips
should be provided.
9) Mileage of the cars is not up to the expectations.
10) Mileage of Fiesta is very worst its giving only 9 to 11 Kms per liter. Please try to rectify
it.
11) The quality of the sun proof coating used is of very low quality, vehicle colour
is getting shaded very quickly.
12) Special staff should be appointed for taking the feed back on Sunday evenings only.

Appendix
QUESTIONNAIRE

Name :

Contact no.
Address:

E-Mail address:

1.
a)
b)
c)
d)

Which of the following Ford car you own?
Fiesta
Ikon
Endeavour
Fusion

2.
a)
b)
c)
d)

What do you like most about your Ford car?
Style/design
Comfort
Ford brand
Service

3.
a)
b)
c)
d)
e)

What do you feel great about your car when compared to other cars in the market?
Fuel efficiency
Durability
Low maintenance
Sound quality
Brand name

4.
a)
b)
c)
d)
e)

How did you come to know about this car before purchasing?
From friends, relatives (buzz)
Advertisements
Car experts
Sale’s persons visit
Auto magazines

5.
a)
b)
c)
d)

Can you share your experience with after sale service support?
Very much satisfied
Satisfied
Ok
Not satisfied

6. Where do you get your car serviced regularly?
a) At authorized service centre
b) At a local workshop near my home

7. Which bank do you prefer in getting financial help while purchasing a car?
a) ICICI
b) HDFC
c) SBI
d) others

8.
a)
b)
c)

Which type of finance do you prefer?
In house finance
Out house finance
No difference between the two

9.
a)
b)
c)
d)

To which media do you get expose regularly?
Televisions
Magazines
News papers
F.M/Radio

10. Which kind of T.V. channels do you watch regularly?
a) National news channels
b) Regional news channels
c) Sports channels
d) Entertainment channels

11.
a)
b)
c)

What’s your opinion on the price list of Ford cars?
Affordable by common man
Affordable only for rich man
Cant say

12. What kinds of offers do you like or expect from the dealer?

a)
b)
c)
d)

Free insurance
Special discount on sale of cars
Extending the service period
Finance availability with 0% interest

13. What more do you expect from your dealer?
a) Information about new cars
b) Information about service and mileage
c) Assistance regarding loans and insurance
d) Understanding customer needs

14. How do you feel when an unknown sales person approaches you by knowing your full
details to demonstrate about any product?
a) I will not respond
b) Lost my privacy
c) Interested in knowing (if I feel a need of it)

15. What’s your opinion on a Brand Ambassador for the cars?
a) Very necessary
b) Not needed
c) Waste of money for manufacturers
s
16. What’s your opinion about the previous Ambassador Abhishek Bachan for the car
Ford Fiesta?
a) Full filled the purpose
b) Unable to attract customers
c) He was not apt for it.

17. Whom do you suggest as a right person for promoting a car?
a) Sports person
b) Film stars
c) Car expert
d) Any celebrity

18. What other brand(s) did you seriously consider before making this car purchase?

a)
b)
c)
d)
e)

Hyundai
Skoda
Maruthi
Honda
Toyota

BIBLIOGRAPHY
WEBLIOGRAPHY:
www.fordindia.com
www.fortuneford.com
www.wikipedia.com

REFERENCE BOOKS:
➢ Kothari C. R.: Research Methodology methods and techniques.2nd edition.
➢ Kotler Phillip: Marketing Management Eleventh revised edition, 2002.
➢ Gupta S. P.: Statistical Methods Thirteen revised edition, 2001.