Ford India plans to increase its sales and service touch points to 200 plus by the end of this year and to eventually triple the number of dealerships by 2016. This is in line with the company’s larger game plan that involves adding eight new models, expanding production capacity and substantially increasing its market share from the current 3% by the middle of the decade.
The company currently has 189 sales and service touch points in 108 cities in India. “We will add 20 touch points more in this year. We are present in all major tier I and tier II cities. We are now focussing on tier III and tier IV cities,” Nigel Wark, director marketing, Ford India told Hindustan Times.
As part of its pan-India plan, Ford has recently opened its first dealerships in Srinagar, Jammu & Kashmir and Itanagar in Arunachal Pradesh, besides a second dealership in Guwahati, Assam.
To tap the full potential of its small car Figo in small towns and interior India, it is important for Ford to go beyond metros and big cities. The company also plans to have at least 5-6 small cars in the next five years.
According to Wark, to make a strong impact in smaller cities, carmakers should have strong service network in place. “Our strategy is to have three service outlets for every two dealerships,” he said.
With Figo making inroads in India and abroad and crossing 100,000 sales, Ford’s half yearly sales grew 53% and is believed to be in the final phase of discussion with Gujarat state government to set up its second plant in India.