Few years back Ford Fiesta was launched with great expectations in India. Encouraged by the success of Figo – a popular hatchback, Fiesta was thought to be the next big rival in the sedan segment competing against Honda City and Hyundai Verna.
The sales figure of Fiesta stood at just 1,957 units for the entire FY2013 and 163 units per month. Ford Fiesta performance falls far behind its competitor Hyundai Verna which sold 4,500 – 5,000 units per month. However, Fiesta is not alone. Models like Tata Aria, General Motors’ Chevrolet Sail and Nissan Evalia also failed to deliver right results. Chevrolet Sail managed to sell 1,200 units in a month whereas Aria, Fiesta and Evalia struggled to achieve 10% of their expected target volume.
Auto experts say the reasons behind the lacklustre response for these auto models. Tata is famous for manufacturing value for money models over the years and Tata Aria was launched as premium crossover, which didn’t hit the right mark with the Indian consumers. Sail failed to create its space due to heavy competition in its segment and lack of innovation. And Evalia’s boxy look failed to connect the right string with the customers.
Pradeep Saxena, executive director at marketing research firm TNS Automotive commented “All these models have failed to come in the consideration set of prospective buyers on various front. For some of these models it was an issue of value proposition (Fiesta and Aria), Chevrolet Sail is a me-too offering with nothing additional in a highly competitive space and for some it was just about creating enough awareness (Evalia, Aria and Sail).”