[scorpi0N]

This is a post about a car that has been with us for a little over 14 years now. A car which is just sheer joy to drive, and which made me fall in love with driving! A car that showed it is possible to be classy and VFM at the same time! The car, which today is known with the prefix “first generation” in its name, but back then was just Ford Figo!

Before I mention about my experience, let us, for a moment, go back in history for a bit, to the time when the Figo arrived in the Indian market to understand its relevance.

I. A Chapter from History: Arrival of Figo in the Indian Market in 2009-10

15 years back, the small car market in India was considered by many accounts one of the most important market segment, and about 70 per cent of incremental demand for new cars in the Indian market was there. Ford had been present in India for above a decade by that time, and had offerings in the mid sized sedans (Ikon and Fiesta) and SUV (Endeavour) but nothing in the small car segment. Breaking into it was not easy, and Swift & i10 were the popular hatchbacks.

A recent photo of my Figo next to an i10

Considering this, one really has to commend team Ford which, back in the day, really went all in. Even if one leaves aside the merits of Figo as a package, Ford really did every thing they could. For instance, Ford Motors’ global CEO himself flew to India for the unveiling of Figo. This not only underlined the importance of Figo for Ford, but also ensured that the car got everyone’s attention.

BHPian Dippy who covered the launch (Report and First Pics: The Ford Figo is HERE !! More info - Pg19) wrote

Its not everyday that you have the Big Boss of a global car manufacturer come a visiting so when it was known that Alan Mulallay, the President and CEO of Ford Motor Company was making a quick trip to India, it had to be something big. And really big it was. Ford is finally getting into the segment that matters the most in our country, the small car segment. Ford took the covers off its all new small car for India. Say Hello to the Ford Figo, the latest offering to the Indian car scene from the American manufacturer.

Team Ford unveiling the Figo in 2009. Alan Mulallay is second from left.

Mr. Alan Mullaly had the following to say

“Our exciting new Ford Figo shows how serious we are about India. It reflects our commitment to compete with great products in all segments of this car market. We are confident the Ford Figo will be a product that Indian consumers really want and value.”

Ford was highly committed at that time towards Figo and their Indian business. Anticipating the demand for the new car and to limit delays in delivery (as well as strategy to export), they invested $500 million in 2010 in their Chennai plant to double its capacity to 200,000 vehicles annually.

Internally for Ford, the Figo was one of the first models to embrace Ford's "One Ford" vision. Alan Mullaly, who is often credited with turning around Ford into a profit making organisation, called the goal of getting people to work together across the company’s vast global ecosystem "One Ford". The strategy aimed at leveraging global expertise while incorporating local market insights.

II. A Bit About Figo

The name "Figo" is derived from the Italian word "figo," which means "cool" or "stylish". Ford chose this name to appeal to a youthful audience and convey a sense of modernity.

"We were clear on what we wanted for India -- a car that will appeal to the mature youth. This is a young couple that has just got married and is full of dreams, aspires for a car that will reflect its smart attitude and at the same time be full of utilities. The Figo delivers all of that," said Ford Motor Company group vice-president and president (Asia Pacific and Africa) Joe Hinrichs.

Figo featured a compact design and was available in both petrol and diesel variants, with the 1.2L petrol engine producing 71 PS of power and 102 NM of torque, while the 1.4L diesel engine delivering 69 PS of power and torque of 160 NM. Both engines came with a 5-speed manual transmission (no automatic). The suspension setup included an Independent McPherson Strut in the front and a semi-independent twist beam in the rear. The vehicle's kerb weight was roughly 1100 KG. Figo was launched in four variants – LXI, EXI, ZXI and Titanium. Some important safety features, such as dual front airbags and ABS with EBD, were available in the top variant (Titanium).

III. Marketing

The Figo was launched in fluorescent green colour which also showcased its youth and fresh appeal. Like any other car, print media, television and internet were the major source of advertisement.

A newspaper ad of Figo

But, Ford also tried to be innovative with their ads. For instance, it was one of the first ads to feature a QR code. It didn’t do much, sadly, and the QR Code on the Ford advertisement delivered, via mobile, a video advertisement of the Figo.

The marketing campaign conducted via social media platforms such as Facebook and Orkut proved to be effective. This approach was pioneering at that time. As part of its promotional efforts, Ford facilitated online bookings for test drives through popular automotive websites and social networking platforms. The company also utilized these channels for advertising, with the official Figo communities and various discussion pages actively featuring reviews from bloggers, automotive experts, and customers. These communities regularly shared driving and maintenance tips, demonstrating Ford's commitment to its customers. For instance, one tip provided advice on preventing window frost during rainy seasons while using the air conditioning.

IV. Pricing and Response

Even after all this, pricing was crucial. Just like for any other car, for Figo’s success, it was an important deciding factor. Before the price reveal, there were some concerns that Ford might overprice it which might kill the car.

However, when prices were revealed (₹3.49L to 5.29L) people were pleasantly surprised. Ford was able to price Figo competitively as 85 per cent of parts supply for the car were sourced in India.

Eventually Figo was a success. It was voted as team-bhp’s COTY 2010 (Team-BHP Car Of The Year 2010. EDIT : It's the Ford Figo!). It sold 60k to 75k units annually from 2010 to 2012 (till first facelift was rolled out).

[scorpi0N]

V. Our Decision

I had just started college back then. We were planning to upgrade from our 12 years old Maruti 800 for some time. Somehow Figo got my father’s attention. Considering our budget and the requirements of a small family, the final options which were shortlisted were Figo and Polo.

Both the cars were well rounded packages which suited our requirements, offered good VFM and presented the prestige of owning a premium brand. Figo prevailed just because of better service network in our area and as a new Ford dealership had opened at a walking distance from our home. Knowing that a small car calls for a different and larger distribution channel than bigger cars, Ford had ramped up its dealership network from 135 in 2009 to 167 in the beginning of 2010. The plan, at that time, was to take it up to 200 by the end of 2010.

We chose the petrol variant, and the (ex-showroom) price was ₹4.5 L. Diesel was not under consideration, on account of general concern that diesel engines require much more maintenance. The date of purchase was 13 April, 2010, and the colour was Black...Panther Black!

VI. Driving the Car

It has been over 14 years and close to 70k KMs with usage being mostly in city and occasional weekend long drives. Broadly, the car has shone in driving dynamics, and its pure joy to drive!

The Figo’s hydraulic power steering isn’t heavy, rather I would say it’s quite stable. It provides a very direct and precise steering feel. The 1.2L Petrol engine, mated to 5-speed manual transmission, may feel slightly underpowered but has good mechanical feel. The linear throttle response is very satisfying, and also makes the car very quick after slowing at a speed breaker. The gear shifts are smooth and precise. The clutch again, is neither soft nor heavy. The Figo was designed with a focus on minimizing drag. The aerodynamic design, robust build quality, structural rigidity and low CoG provide for a very... a really very planted ride, at high speed and on curves! The grip on the road is amazingly good. Although the wind noise inside the cabin, which could have been controlled better, gives a sense of high speed once the car goes above 60 KMPH. The suspension system, independent MacPherson strut setup at the front and a semi-independent twist-beam axle at the rear, provides a good balance between comfort and handling. The braking system consists of ventilated discs at the front and drum brakes at the rear, complimented with ABS and EBD, and is competent. Initial response to brake pedal is mild which builds up quickly as pedal is further pressed. Its compact size coupled with excellent handling makes it a great city car, which can be manoeuvred through traffic or parked in tight spots with relative ease. Overall, I would say this car offers a reasonably spirited driving experience, and is fun to drive.

However, time has taken its toll. For instance, the gear shifts are no more very smooth, and the clutch has become slightly hard. The suspensions have also given way and the ride has become a bit stiff. Recently, I have tended to develop back pain if I drive the car continuously for few days, and the car also lacks lumber support. Guess, will have to get the suspensions replaced. Nevertheless, the underlying driving feel remains intact!

VII. Space and Build Quality

The fit and finish of the car is very good, and makes it look classy and premium. The seating space in front and rear is excellent! The incline on the rear seats is perfect and the knee room is also fine, and it can seat three mid-sized adults without a lot of effort. My parents who are now using Seltos feel rear seating in Figo is more spacious and comfortable. The boot space is a decent 284L.

The car has solid build quality. Let me illustrate with an unwarranted and unfortunate incident. 12 years ago, I was at my friend’s with my Figo. While reversing, a beginner in driving as I was back then, I didn’t check the rear view mirrors properly and hit his Swift in the front left fender area and the car stopped with a thud. I got out to assess the damage. There was a big dent on the Swift. Something slightly more than that in the following image.

My friend’s, who was a real car enthusiast and also owned a Fiat (Punto, if I recall correctly) and a Verna apart from the Swift, remark surprised me. He said "Don’t worry about it! But, just look at your car. That’s Ford’s build quality!”. On seeing Figo, even I was surprised and relieved, there was no dent. Nothing at all to suggest that I had hit something! Only a minor paint damage. The part (the tailgate) has remained as it is for the last 12 years in my car.

VIII. This and That: The Features

Not much to talk about here. Just the bare bones - AC and a basic infotainment unit!

The AC in the car is really good. It’s a real chiller when needed, or a heater. However, put the fan on 2 or above with full cooling and it takes a toll on car performance.

The car houses a basic infotainment unit with support for CD, radio, bluetooth and 3.5 mm jack. It also advertises support for USB 2.0, and as I could not find the slot I felt maybe they forgot to put the slot while putting the USB sticker, and accepted it. Very recently, got to know that USB support was sold as an accessory :-| Nevertheless, bluetooth connectivity works well. But, long duration calls are not recommended as the mic seems to be weak. The overall audio quality is, however, really very good!

One of the quirks of a Ford car is that wiper controls are on the right side, while indicator controls are on left. And one has to get used to it.

[scorpi0N]

IX. Service and Maintenance

The car has been super reliable over the years. During these 14 years, we have had the tyres changed twice (at 30k and 60k KMs), battery changed twice (after 7 and 12 years respectively) and braking kit replaced (front and rear at different times). The car has gone to servicing at authorised service centres annually, and was detailed recently for the first time (at Detailing Dons).

A recent image after detailing!

Before Figo, Ford had acquired an image of high maintenance cost for its vehicles. However, the Figo was pretty economical to maintain. The average annual service cost was less than ₹2,500 during the first 10 years. Front brake-pad kit was first replaced after 9 years (30K KMs) and costed roughly ₹1,500.

In 2020, after 10 years and 36,000 KMs, I brought the car to Mumbai and started taking the car to Bhavna Ford, Kalina annually for service. While they were very professional and were doing a fantastic job with car service, the annual average cost went up to ₹14,000. The reason was because they were adding optional services (anti microbial treatment, internal panel protection treatment etc.) which used to inflate the routine service cost by ₹7-8k. It was actually my fault to not look at the service estimate in advance (which they duly provided). In my defence, for some personal reasons I was not much involved with certain aspects, including servicing, at that time. For information, annual routine service cost in Mumbai was ₹6K to 7k for my 10 year old car, if one excludes the optional services.

Once I had a minor incident on the road in 2021, which damaged the left ORVM, front left fender and front and rear left doors. This required replacement of ORVM and complete repainting on the left side. I have to commend Bhavna Ford, Kalina here for the through and professional job they did, and also helped in claiming insurance. I cannot write in words the joy I experienced the day I had gone to collect the car and seeing it in such a wonderful state, after the condition that I had left it in with them!

This year for the first time I took the car to Bhavna Ford, Navi Mumbai (as Bhavna Ford, Kalina was temporarily closed for few months) and I was disappointed for the first time with a Ford service centre experience. The service estimate which they shared was completely mind boggling! So, till one year back everything was broadly okay, and suddenly everything has to be replaced! I instructed to proceed with only routine service maintenance. Even that led to the car making a few trips back and forth to the service centre, as the servicing had not been properly done. The overall experience shook my faith in future servicing of the car.

Service estimate

[scorpi0N]

Before moving forward, wanted to share a few pictures from the numerous long drives, over the years, on this wonderful car!

X. The New Car in the Garage

Considering that it was getting close to 15 years of Figo, my wife and I were already exploring few cars in the market for some time. After the last service centre experience, we decided to fastrack our purchase. So, Mahindra Scorpio N Z8 S Petrol AT arrived!

But, is it a replacement for Ford Figo? Very honestly, no! Scorpio N is a great car. Its really good looking, spacious, solidly built, has a powerful and refined engine, and is a delight to drive! Its a proper body on frame RWD SUV and inspires a different kind of confidence, a confidence that I never felt before, to tackle bad roads and highways. The other day when I was returning from the airport after picking up my relatives, slightly late in the evening, I received something unexpected - a complement that I was a very good driver! Neverthless, Scorpio N is a big car which isn't primarily meant for everyday city driving, through traffic areas. If I have to go alone to the office, or in the evening to the nearby club for Badminton or even take my family to a cafe/restaurant in the neighborhood for a light meal, I still tend to naturally pick up my Figo! So, as of now both cars continue to co-exist and complement each other!

XI. Conclusion: The Legacy of Ford Figo

Figo proved to be a very important car for Ford. Prior to Figo, Ford was known more for its larger, premium vehicles like the Endeavour or the Ikon. Figo marked Ford's entry into the highly competitive compact car segment in India. This segment was dominated by players like Maruti Suzuki and Hyundai, and the Figo provided a fresh alternative with its global design and build quality. Figo helped Ford reach a broader audience and establish itself as a more mainstream brand in the Indian market.

However, Ford was not able to sustain the success they achieved with the first generation Figo over subsequent years. They eventually wound down their operations and exited from the Indian market. So, then what is the true legacy of Ford Figo!

I believe the true legacy of Figo which continues to lives on is through us – the people who became owners of this car and the wider Indian market. Figo was one of the first cars in its segment to offer features like dual airbags, ABS with EBD, and a robust build quality, emphasizing safety at a time when it was not a primary consideration for many in the market. The market became more competitive, and other automakers had to up their game, which eventually benefitted the consumers in general. The owners of this wonderful car were also rewarded. By balancing affordability with classy driving dynamics, it introduced a generation of Indians to sheer driving pleasure! And, I am afraid that some of us have now been spoiled for life, as even in today's age we are not putting much value on some features, such as that really large infotainment unit or the panoramic sunroof or the dual-zone climate control, as some car manufacturers would like us to. Naive as we are, we are just looking through these to pick up the solidly built car with better underlying driving dynamics any day of the week, even today!

The journey continues... (One of the older images from 2012)

[Aditya]

Thread moved out from the Assembly Line. Thanks for sharing!

[self_driven]

What a great start to my Sunday morning! Lovely write-up dude, the introduction part in particular got me hooked.

It's good to see the car holding up reasonably well after all these years. The Figo was truly an underdog in its segment. It was one of the earliest solidly-built hatchbacks in the Indian market. Unfortunately, safety wasn't as big a thing as it is now, otherwise the story would have been very different. Both for Figo and Ford.

Wish you more happy and trouble-free miles with the car in the years to come. Do keep the thread updated.

[VWAllstar]

One of the finest ownership thread on Team BHP. I too own a Ford Figo albeit the penultimate generation, Ford Figo S. Loved the pictures and how you detailed every section so meticulously. Indeed, Figo was a break or make product for Ford in India and we were lucky that it helped Ford continue being relevant in the Indian Market. Note that Figo had direct competition with the king of hatchbacks then - Swift. Sadly, we don't have Ford anymore in India. Their exit should be attributed more towards the mass market who failed to appreciate the solid built quality, low service cost, balance between features and being a drivers's car, good reliability and above average availability of after sales service touch points. The only major disadvantage was their then petrol engine which they corrected with the dragon series.
Me too being in Mumbai, feel the need of replacing my Ford Figo S with an AT especially an EV, however back of my mind I know, I would miss out the exceptional driving dynamics of the Figo S TDCI.

[sharmanova]

Excellent Review, @scorpi0N

Ford Figo was a great driver's car back in the day, but Ford's reluctance to update the Figo family timely was a big blunder by them.

OT: Your Scorpio-N's FR Alloy wheel cap is missing.

[Sedate]

Originally Posted by scorpi0N

....
But, is it a replacement for Ford Figo?

The journey continues...

.....

This is the same dilemma I am in. What to replace a Figo with? I fail to see a value for money, solidly built car with adequate features. All I see is tin cans with software features and sun roof.

Thank you for the Scorpio N idea! Enjoy the car.

[VijayAnand1]

Brilliant homework. The true unsung underdog. If only Ford was a little more proactive as they are now when they were in operations, they could have taken a significant market share, talking about current market status quo. They invested on state of the art plant unheard of Indian manufacturing sector. Perhaps they couldn't cheap out anymore, perhaps they didn't want to the moniker "tin can" to be slapped on them. The reasons could be many fold. Ford really does know a thing or two when it comes to excellent handling and vehicle dynamics, revered for their handling and vehicle stability.

Hope Ford maintains its serviceability as it currently is, with ample spare back up for many more years to come.

Cheers!
VJ

[Amsdoc]

Originally Posted by Sedate

This is the same dilemma I am in. What to replace a Figo with? I fail to see a value for money, solidly built car with adequate features. All I see is tin cans with software features and sun roof.

Excellent article. I had a Ford Figo petrol as well which I sold after 14 years of use. Replaced it with a VW Polo 1L auto which is a brilliant car and sticking to similar principles as the Figo. Just that the figo seemed a bit better over all apart from the brilliant engine in the Polo and the gearbox. Felt more comfortable, had more space, had good suspension and was a very easy car to use. The polo whilst brilliant feels like a coiled spring ready to pounce. Alas the Polo is not there in the market now as well!

[RGK]

My two cents

Ford introduced sedans when the market demand was for hatchbacks. Conversely, when consumers anticipated the release of feature rich sedans, Ford opted to launch a hatchback instead. The Figo stood out for its diesel engine at a highly competitive price. The Titanium variant included numerous features that the Swift VDI lacked, having less than half of them.

I owned the Figo Diesel from 2010 to 2019 and thoroughly enjoyed the experience before I upgraded to the Ecosport Diesel, another excellent alrounder from Ford. ES diesel has been sold as experienced technicians have begun to transition to other brands.

Heard from reliable sources, that spare parts are readily accessible as of now.

[scorpi0N]

Originally Posted by self_driven

Wish you more happy and trouble-free miles with the car in the years to come. Do keep the thread updated.

Sure, thanks!

Originally Posted by VWAllstar

One of the finest ownership thread on Team BHP. ...
Me too being in Mumbai, feel the need of replacing my Ford Figo S with an AT especially an EV, however back of my mind I know, I would miss out the exceptional driving dynamics of the Figo S TDCI.

Thanks!
The AT for Scorpio N was mainly on the insistence of my wife. Personally, I never really felt a strong inclination for AT even after driving Figo in Mumbai traffic all these years... But, yes in today's day and age an AT makes a lot of sense.
An EV is something we also considered, but given the options and infra, felt it could not be the only car in your garage. Now that we have a two-car garage, and if for some reason decide to not keep Figo beyond 15 years... a compact EV definitely makes sense to us. Would love to know your thoughts in case you decide on your next car...

Originally Posted by sharmanova

OT: Your Scorpio-N's FR Alloy wheel cap is missing.

Great catch!
Just got a new one!

Originally Posted by Sedate

This is the same dilemma I am in. What to replace a Figo with?

Million dollar question! Would love to know your thoughts once you decide...

Originally Posted by VijayAnand1

Brilliant homework. The true unsung underdog....Hope Ford maintains its serviceability as it currently is, with ample spare back up for many more years to come.

Yes, as of now spares haven't been a problem. And except for one below average experience, my service experience even after Ford's exit has been quite good. The service centre guys are really very careful on not making even a small mistake, which could result in an average feedback. I believe Ford is still tightly tracking service centres to ensure existing customers do not have to suffer! However, as highlighted that

Originally Posted by RGK

experienced technicians have begun to transition to other brands.

This indicates that service centre experience may degrade with time. Now, that I think of it my recent poor experience was because the service advisor was a relatively new guy!

Originally Posted by Amsdoc

Excellent article. I had a Ford Figo petrol as well which I sold after 14 years of use. Replaced it with a VW Polo 1L auto which is a brilliant car and sticking to similar principles as the Figo. Just that the figo seemed a bit better over all apart from the brilliant engine in the Polo and the gearbox. Felt more comfortable, had more space, had good suspension and was a very easy car to use. The polo whilst brilliant feels like a coiled spring ready to pounce. Alas the Polo is not there in the market now as well!

Polo is a very competent car! I have always admired it. For me, if not for chance, it could have very well been a Polo during the last 14 years, and I am pretty sure that the overall ownership experience would broadly have been on similar lines...Its really sad that Polo isn't there any more. Makes me question, the direction in which we are moving!

[Jean]

I love the car and loved the detailed heart-touching review. I also bought the petrol variant black panther color back on 1st Jan 2011 it is a 2010 model. I have recently added a Tata Harrier Fearless+ to my garage, but no matter what, I will never sell my Ford Figo—this magnificent piece of engineering and the first car I bought. There is only one thing that I would like to share with you, never sell this GEM.

[rajathv8]

Thanks for a great thread!

The OG Figo had a distinct silhouette compared to other hatchbacks at the time. The first time I sat in one, I was taken aback with the space inside! It also has great visibility for rear passengers with those large window glasses - rear quarter glass included!

How is the noise insulation (at a traffic signal for instance)? Also were there any signs of rusting anywhere?

Hope your Figo lives long into the future.

PS: Lovely pic at the end.