14 yrs with Ford Figo: The car which made me fall in love with driving

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.

BHPian scorpi0N recently shared this with other enthusiasts:

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 by 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 segments, and about 70 per cent of incremental demand for new cars in the Indian market was there. Ford had been present in India for over 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 everything 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 wrote:

It's not every day that you have the Big Boss of a global car manufacturer come to a visit 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 the internet were the major sources 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. It sold 60k to 75k units annually from 2010 to 2012 (till the first facelift was rolled out).

V. Our Decision

I had just started college back then. We were planning to upgrade from our 12-year-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 the better service network in our area and as a new Ford dealership had opened at walking distance from our home. Knowing that a small car calls for a different and larger distribution channel than bigger cars, Ford ramped up its dealership network from 135 in 2009 to 167 at 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 the city and occasional weekend long drives. Broadly, the car has shone in driving dynamics, and it's 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 a 5-speed manual transmission, may feel slightly underpowered but has a 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, an 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 the 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 this 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 the left. And one has to get used to it.

Continue reading scorpi0N's ownership experience for BHPian comments, insights and more information.