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In September 2021, Ford announced to halt production activities in India. The primary reasons cited for this decision were:

Sustained Operating Losses: Ford India had been running up sizeable losses for years. Although several initiatives were made to increase market share and profitability, the company failed to really make a mark in the Indian car market.

Low Market Share: Ford competed against formidable rivals in India. The market is heavily dominated by companies like Maruti Suzuki, Hyundai and Tata Motors, making it difficult for Ford to gain a significant market share.

Complexities in Indian Market: The Indian auto market comes with its own set of challenges – fierce competition, price sensitivity and customer preferences which are as diverse as the country itself. Navigating these complexities was a big challenge for Ford.

Restructuring Efforts: Ford has been in the midst of a broader global restructuring plan to concentrate on core markets and improve profitability. As part of that plan, they decided to exit some markets like India.

Market repositioning

Market repositioning is a strategic marketing process, in which a company tries to alter how customers perceive and see their product or brand compared to competitors. It involves tweaking different key components such as price, quality, features and messaging to target a new audience or differentiate the product from competitors.

In the context of Ford Motors, market repositioning could involve several strategies:

Target Audience Shift: Ford could also shift their target to a different demo/psycho segment. ie. e.g. reposition to target families or a more upscale market.).

Product Features and Quality: Ford could tweak or refine offering characteristics, specs, and/or qualities to target a different class of customers. This could include advancements in technology, safety measures, fuel economy, or styling.

Pricing Strategy: The brand perception can be affected by a shift in pricing strategy. Ford could move prices around to position itself as either more premium or budget-friendly.

Branding and Messaging: A repositioning would involve a change in branding and messaging to communicate a new image or value proposition. So if Ford was repositioning as a greener brand, they could shift/talk more about their commitment to sustainability as an example.

Distribution Channels: Ford could think about expanding its efforts to target a different demographic by exploring alternative distribution channels or partnerships. This could mean expanding onto the internet, exploring new territories, or teaming up with other businesses.

Marketing Communications: An example is A recapitalization may involve purchasing the interests of a specific partner to ensure alignment at management (with compensation in an equity event) while avoiding a dilutive funding.

Competitive Analysis: Knowing the playing field is essential. Ford will have to look at how their repositioning lines up or sides them against competitors.

Feedback and Iteration: It is necessary to continuously monitor and analyze customer feedback and market trends. This lets Ford alter their repositioning strategy if they have to. It should be noted that market repositioning is a nuanced process and it’s important to plan, research, and execute carefully. And it is not gimmick-free, either — this powerful activation tool comes with potential risks and could alienate existing customers if not properly managed.

Should Ford opt to pursue market repositioning?

 they would have to assess the company’s objectives, its resources and the competitive factors most thoroughly if a successful transition in the marketplace is going to be made. Please note that my expertise is based on information available until September 2021 and I don’t have real time access to data or events after that. In case of market repositioning, Ford would have to critically assess their objectives, resources and competitive scenario to make a smooth transition in the market. Please note that my information is current as of September 2021, and I do not have access to ongoing real-time data or events.


Ford informs about stopping manufacturing operations in India. However, they stated their intent to carry on with customer support which would include servicing and maintenance without specifying while hinting at looking for business collaborations in that country. It remains to be seen whether Ford will (re-)enter India at a later date, which presumably contingent upon the market is developing favourably – for all we know it could choose never to take another crack at this again. Companies regularly reassess their market presence and the implications for adjustments to it where changes occur.

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