Re: Horses for Courses - A 100 bhp Figo? - IMHO that bringing in the 1.6 as just another mass production car wouldn't be very successful. It would end up like the palio 1.6s and the octavia vRS and probably where the t-jet is headed. Very popular with people who understand their worth but low real world sales.
- The ford figo, for most people is a VFM hatch. It's neither a performance hatch nor is it a premium hatch. Compare this with something like a VW polo 1.6. It looks fast, has a premium badge and costs as much. I feel this is essential to have such a variant succeed.
- Lets look at the target groups for the 1.6.
1. Enthusiasts. From this point of view, nothing special is needed other than the car itself unless there's direct competition to it's cheap performance hatch tag. And there currently isn't any in that price range. The closest is the swift, which would a good 16bhp away. There's the vista safire90 but i don't think any of us is going cornering in that. (no offence to vista owners but i own one myself, and it's a fact). Not to mention i'd pick the figo's hydraulic assisted power steering over the swift's electric motor assisted power steering on any day.
All this sounds good but true enthusiasts as hard to come by. And they while we can educate, we can't drive sales all by ourselves. So, we do have to target other groups simultaneously.
2. Younger buyers. The trick to this group is the coolness factor. Coolness is the looks. Coolness is the brand value. Coolness is public perception. Coolness is everything. For example, if the punto was produced by maruti and the swift by fiat, the sales figures would be that very different. How fast a car is doesn't depend on the number of horses under the good but rather how fast everyone thinks it is and how it looks. To give an example, this is the group which would take their swifts up against a getz crdi in a drag and not know what they are dealing with. Practicality is important (friends or new families) but can be easily overruled if the car is not cool. Case in point, the vista tdi. For example, I had to face a lot of jeering and criticism from my friends for that choice. "Why are you buying an indica? Don't you know it's a taxi car?" "Because it's the only diesel that'll fit in my budget" "Why don't you buy a swift petrol instead? Same price.". Well, multiple road trips later, nobody complains any more, but lets get back on topic.
So, lets apply all that to the proposed figo 1.6, we realize that sells not just because it's practical and affordable but because it's ford which is a decent brand. I'll bet that the vast majority doesn't even think of the excellent handling characteristics it's got. It wouldn't be an easy task to convince people that it's cool not just a good brand and a practical hatch but handles awesomely too. Adding to existing coolness is easy but creating coolness in a new area is hard. It'd be so very easy to sell a 100bhp swift or polo as it's considered to be fast as is. So, selling it just as a variant won't work. You'll need to separate it from the existing figo somehow. Preferential treatment (a la tjet), extensive marketing specifically for this variant as a "performance" or "hot" hatch. Or maybe as the "true enthusiast's car" (hmmm..fiat really should do this). Some body work, perhaps, to separate it from the regular figo (a la alto and alto k10) and to make it look more aggressive, and hence look like a fast car. All that is a huge investment for ford, but hey, changing public opinion is never easy but has awesome results.
3. Highway travellers. All that power just invites gear number 6. And adding tall overdrive gear lets you advertise it not just as a hot hatch but also as that perfect small car for weekend road trips. It's a double win as you'd be attracting those "tripping" young buyers.
- Maybe in the future, we can have a figo cup :-D i'd love that. |