Ford: Committed to serve

Ford India, a motor company, announced the end of domestic production, and successfully assured customers and stakeholders that this decision would not impact their lifestyle through an empathic approach on social media.

Background: The Difficult Decision

On 9th September 2021, when Ford announced its decision to cease domestic production, and sale of vehicles in India, it had already been in the country for over 20 years and just managed to sell over a million vehicles. Ford had tasted success as well as failures with different products like Ikon, Figo, EcoSport, Endeavour. What Ford failed to achieve in India was sustainability.

With 20 years of accumulated losses totalling about $2 billion, Ford's efforts to find a path forward to sustainable growth in India were further hampered by a slowdown in the auto industry,...

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