Ford: Exports higher than Indian sales

Ford India joins a tiny club of Indian manufacturers whose exports are higher than domestic sales. There's no better indicator of poor local strategy.

In all, the company sold 12,762 cars in November 2014. Local sales stood at 5,661 units, compared to 7,909 at the same time in 2013. On the other hand, exports went up to 7,101 vehicles (November 2013 = 4,141).

Ford's problem is that it's usually a one trick pony. Right now, it's the EcoSport garnering a majority of local sales. Prior to that, it was the Figo. The new Fiesta sedan - which had the potential to do better - never quite recovered from its overpriced launch debacle.

Ford needs an aggressive product onslaught to increase its market share in India. The new Figo hatchback and compact sedan, which are expected in mid-2015, would be a good start. But the company should prepare better. Low production capacity have hampered the it's ability to deliver cars on time and it took a while before Ford could handle the EcoSport's terrific market response. Frequent price hikes and feature deletions didn't help either.

In the case of mass market cars, where the competition is fierce, Ford will have to learn that customers can't be kept waiting.