Ford launched its entry level Figo hatch in New Delhi on March 9 with ultra-competitive pricing of Rs 3.49 lakh for the base 1.2-litre petrol version and Rs 4.47 lakh for the base 1.4-litre diesel variant.

The Figo will be available in four different trim levels – LXi, EXi, ZXi and Titanium. It will compete in the B-segment against models like the Chevrolet Beat, Volkswagen Polo and Maruti Swift among others.

Ford is clearly going all out to grab B-segment buyers with this very competitive pricing for the Figo. In fact, the company was believed to have been waiting for the launch of the Chevrolet Beat and VW Polo before finalising the prices for the Figo.

Clearly, Ford is keen to establish its new hatchback as the industry benchmark in terms of value for money. “Our dealers are excited, customers are waiting and the new Figo is now ready to hit the street,” said Joe Hinrichs, president of Ford Asia, Pacific and Africa. “From the start we wanted to offer all the features of a B-segment car at a sub-B price. We’ve accomplished that with the Figo.”

“We have kept our promise and priced all four Figo models very competitively to emphasise Ford’s commitment to this huge segment of the growing Indian automobile market,” said Michael Boneham, president and MD of Ford India. “We are committed to setting new benchmarks with the Figo in this segment. It offers more features, interior space, technology and durability than other vehicles at this price.”

Ford is also determined to offer very competitive ownership costs with the Figo by starting with a localisation level of 85 percent, including making the powertrains locally. It is also improving the processes and efficiency of its existing suppliers and passing on the savings to owners in the form of lower spares prices. Another big change was the move away from the ‘remove and replace’ philosophy that the company used in developed markets like Europe. High labour costs there made it more efficient to change an entire part rather than trying to repair it.

With the Figo, Ford has started providing what it calls ‘child parts’, or smaller components that can be used to fix a faulty part. In a first for the hatchback segment, Ford will also offer ‘skin panels’ for the Figo, which means only the outer sheet metal needs changing in case of an accident, not the entire door assembly.

Pricing the Figo.

1.2 Duratec Lxi: Rs 3.49

1.2 Duratec Exi: Rs 3.81

1.2 Duratec Zxi: Rs 3.99

1.2 Duratec Titanium: Rs 4.42

Diesel

1.4 Duratorq Lxi:Rs 4.47

1.4 Duratorq Exi:Rs 4,72

1.4 Duratorq Zxi:Rs 4.96

1.4 Duratorq Titanium:Rs 5.29

All prices are in Lakhs ( Ex-showroom Delhi)