BRAND MANAGEMENT | CIA 3

Rebranding
REVITALISATION STRATEGIES FOR FORD INDIA
ANIRUDH ALLEN
20212104

ANUSHKA BISWAS
20212106

MANAS GUPTA Presenters

20212135

VINEET GOEL
20212164

PRANATI MATHUR
20212174
 Ford Motor Comapny is the world's
5th largest automaker.
It was founded by Henry Ford in the year
About Ford 1903. Under the Ford brand, the corporation
sells cars and commercial vehicles. Ford
started its operations in India in the year
1995.
 Ford India declared on September 9, 2021
that it is "restructuring" its Indian operations.
The American automaker tried for 27 years to figure out the Indian market, but it was
unable to do so despite using the same business strategies as some of its incredibly
successful rivals like Hyundai.
Stats
"Ford India saw widening of its loss after tax to Rs
4,229 crore in fiscal 2021-22"
The widening of loss was primarily driven by restructuring
and included exceptional items outgo of Rs 4,226 crore.
In terms of volume, Ford India sold 69,223 cars during
2021-22 as compared to 94,112 cars in the prior financial
year, down 26 per cent. This included domestic sales of
15,870 cars, as compared to 48,042 units in the previous
year, down 67 per cent.
 THE CORRECT MARKET
People in India Prefer to buy cars under
the price range of 15 lacs.

NO SPECIFIC PRODUCT F OR I N DI A N
MARKET
For Indians, Car is an aspirational
product so they expect value for money
But why?
with great features.

MAINTENANCE COST
The cost of ownership of Ford cars was
higher than the other existing companies
 HIGHER INVESTMENT I N
MANUFACTURI NG UNIT S
Ford Constructed its manufacturing unit
as per the American Standards

But why?
SLOW MOVES AND I NNOV ATI ON
The company was continuing to sell 4-5
years old models with little modifications
in them.
 "Ford Motor Company is
planning to re-enter the
Indian Market after its exit in
2021."
 FOCUSING ON DI GI TAL DEALERSHI PS
The second and third generation of people in
a family are opting for digital dealerships.

CHOOSE BRAND PARTNERSHI PS

INTELLIGENTLY

But How? For any marketer, it is important to narrow

down on the partnerships that complement
the brand message.

SENSITIVITY TOWARDS CUST OMERS

What accounts for one of the primary
solutions is being sensitive towards your
customers’ needs.
 Operational Resilience
Ford should do a complete
evaluation of its product portfolios
to make them more customer-
centric in order to boost resilience.
Following the ACES trend
Only approximately 2% of newly
sold vehicles around the world are
electrified at the moment. The future
holds a lot greater opportunity.

But How?
Thank You!