Ford Profiles the Figo Indian Driver

A result of months of research, the new small car from Ford will hit the streets in just a few weeks, reportedly being engineered to meet customer expectations... Indian customers that is. The American manufacturer began an in-depth study of the Indian customer ever since Figo’s early development stage.

So, here it goes: the new Figo customer, identified as 'Sandeep' in Ford marketing circles, is 26-27 years old. He holds a professional degree and is ambitious with aspirations of moving up both socially and professionally.

And Ford’s description doesn’t stop here: Sandeep is newly married with no children, he lives with his parents or extended family, and strives to maintain a balance between his family and work life. Boy, we feel like watching a “Criminal Minds” episode right now...

But let’s see how does Sandeep get to buy a Figo. Apparently, he is highly optimistic that he will be recognised for his contributions at work and is on his way up the corporate ladder.

With his newfound success, an automobile is seen as an exclusive space where he can enjoy freedom from the pressures of work, enjoy music and take his wife out safely at night or pick up friends for an evening out in the city. This is when he goes to a Ford dealership and falls in love with a Figo and buys it. Well, as long as Sandeep has at least Rs. 3,49,900 in his pocket. And they live happily ever after...

"The Indian automobile industry is evolving rapidly and we are finding that customers are becoming more discerning than ever before,"
added Wark.  "When potential customers look at Figo, we want them to walk away surprised by what they see. With Figo, customers will see a premium product offered to the mainstream market at an affordable price. Customers today want to buy products that offer value and make them feel great about making a smart choice."
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