Ford Motors which has so far received a lukewarm response to its new Fiesta sedan has launched a new variant that has been priced at Rs.7.23 lakhs. This new car is priced about Rs.1.45 lakhs cheaper than the existing model. Ford India had earlier stated that it would re look at its pricing policy and this new Ford Fiesta is the first result.
Named as the Fiesta Ambiente, the new sedan is available with both petrol and diesel variants. It will be powered by new 1.5-litre engines that are not available in the global Fiesta that was launched in July 2011.
The current Fiesta was appreciated by all but was not accepted for its hefty price tag. With a starting price of Rs.8.25 lakh and the top end diesel variant costing as much as Rs.10.44 lakhs (ex showroom Delhi), the Fiesta was considered too expensive for a mid level sedan compared to its competitors.
Explaining the company's decision to replace the global Fiesta with the new version, Ford India President and Managing Director Michael N-Boneham said: “The company is trying to respond to changing market dynamics and the evolving needs of its customers in India. The Fiesta Ambiente will compete with the likes of Honda City and Hyundai Verna which are priced between Rs 6.99 lakh and Rs 10.30 lakh (ex-showroom Delhi), respectively.”
Ford India recently launched the petrol automatic version of the Fiesta with a price tag of Rs. 8.99 lakhs. It is yet unclear if Ford will also launch an Ambiente variant of the Automatic Fiesta soon or will wait for some more time.