US automobile giant Ford India has introduced the latest model of its established premium sports utility vehicle (SUV) brand, Ford Endeavour, to take on Toyota Fortuner, the market leader. This second generation Ford Endeavour comes packed with technology, performance and aggressive pricing.
The price of all-new Ford Endeavour starts at Rs 24.75 lakh (including octroi), ex-showroom Mumbai, while the high-end variant is priced at Rs 29.46 lakh (including octroi), ex-showroom Mumbai. The price of all variants has been kept lower than Toyota Fortuner to woo customers.
When Endeavour was first introduced in India in 2003, it had a market share of 50 per cent. That year the market size was 500 units and Ford India had sold 245 units of Endeavour. Through the market grew steadily after that, Toyota dominated the market with better product and style as well as less ownership cost, which resulted in depleting sales of Endeavour.
In 2015, the premium SUV market had grown to 18,000 units and is projected to grow to 100,000 units by 2024 as the Indian economy has been growing and customers are becoming more affluent. Ford believes it will have major presence in this segment with its latest offering.
The new Endeavour has been specifically designed keeping in mind that India would be Ford’s third biggest market in a few years after China and North America.
Unveiling the SUV in Mumbai on Wednesday, Nigel Harris, president and managing director, Ford India, said, “Be it everyday commute or most extreme off-road terrain, the all-new Ford Endeavour will surely be the new benchmark in the Indian SUV segment, thanks to its rugged off-road capability, exceptional ride quality, and dynamic handling. Endeavour is tough but not rough.”
“It truly surpasses what consumers have come to expect from premium SUV and reinforces our commitment to meet and exceed customers’ expectations,” he added.
The SUV is assembled in Chennai and has been introduced here three months after its global unveiling, indicating the important Ford accords to the Indian market. The company can manufacture 1,000 units of Endeavour per month in case of demand.
Equipped with an advanced coil spring suspension, the vehicle provides superior ride comfort and agile handling. Its first-in-segment advanced terrain management system helps drivers navigate challenging terrains with ease and it has a semi-auto parallel park assist and electronic stability control, which helps in smooth parking.
The vehicle is available in six colours and booking has opened all over India, company officials said.
