Retail in Asia

In Sectors

Ford corrects India “mistakes”

Ford, the automaker, is realigning its strategy in India, having previously made the "mistake" of targeting the wrong audience and failing to adapt vehicles to suit local tastes.

The US multinational entered India in 1995, but only sold around 120,000 cars in the country in 2011, versus the total of 616,000 logged by Hyundai, which started trading locally at a similar time.

Around seven of every 10 cars purchased in India are attributable to middle class families buying small and comparatively low-cost vehicles, meaning Ford’s larger models have typically been out of reach financially.