Ford India has roped in Eureka Ford Parts as its exclusive distributor for Ford Genuine Parts in Tamil Nadu. The main outlet is at Greams Road, Chennai, and Eureka Ford Parts will be the point of coordination with auto part retailers and independent repair shops in the state, the company said.

Eureka Ford Parts is the second exclusive distributor for Ford Genuine Parts in the country. Last November, it appointed its first distributor for Delhi. “From ensuring trust through Happy Pocket service at our dealerships to easy availability of Ford Genuine parts across Tamil Nadu, we guarantee quality and convenience to our consumers,” said Nigel Harris, president and managing director, Ford India.

Ford India hopes to expand its product portfolio with three new products in the next 18-24 months and reach many more cities. As part of this plan, it will expand into Karnataka, Maharashtra, Kerala and East of India.

Some months ago, the company said it would sell spares in the open market and hoped this would help make the servicing of cars more convenient for its customers. OTC sales would also make it easier for independent chains and local garages to service cars, it said.

In order to give customers affordable service, Ford India has devised a service innovation like Happy Pockets that gives a Ford vehicle owner service offerings starting at just Rs 2,199. Carried out by Ford-trained technicians, using genuine Ford parts and high-grade semi-synthetic engine oil plus special Ford tools and equipment, Happy Pocket Service is among the price leader offering for scheduled service, the company said in a statement.

Ford’s various customer-centric initiatives include pan-India roadside assistance, 90-minute-Quick Service Bays, mobile service plans and Quick Lane centres. Last week, it inaugurated a Vehicle Personalisation Centre near its Chennai plant to provide factory-fitted and genuine Ford accessories for the EcoSport SUV.

Ford India clearly wants to different itself in the aftersales space with such initiatives in a market where sales are under pressure. Last August, the Competition Commission of India (CCI) indicted nearly all carmakers including Ford India in the country for indulging in unfair practices as far as sales of spares are concerned. The CCI also ordered companies to "sell spare parts in the open market without any restriction, including on prices".