Ford to launch Everest, Ranger

Ford India may introduce two vehicles in the luxury and utility segment category over the next one year through the completely knocked down (CKD) assembly route.

This is against the recent practice among carmakers, which have been introducing new models in the country using the completely built unit (CBU) import route. Ford, no doubt, wants to position its new cars in the more affordable slots.

By September this year, the sports utility vehicle (SUV) seven-seater Ford Everest is expected to roll in, priced in the Rs 13-15 lakh range, followed by the Ford Ranger, a sleek-looking, rugged pick-up vehicle in a lower price category, next year.

It seems Ford India is firm on getting its pricing right as this will determine the success of the new launches. The two cars are targeted at well-defined markets. The SUV Ford, positioned in the premium C++ segment of the market and targeted at urbane upmarket buyers, will compete against the Suzuki Grand Vitara, the Chevrolet Forester and Honda CR-V.

It is also likely to have an edge over the others because of its price. The Ranger, in the lower price bracket is expected to do well in the affluent rural areas of the country, with farmhouse-owners, high-end agriculturists in Punjab and Haryana, and those who need spacious vehicles for transporting people and goods.

The Ranger can seat four people in the front and also has ample rear space.