Ever since it ventured into the small car segment in 1999, Ford has largely been lying low – but not any more!

With its recent public preview of the India-designed, features-loaded small car ‘Ford Figo,’ the company is aptly positioned to offer competition to the leading small car manufacturers like Maruti and Hyundai.

The introduction of the ‘Ford Figo’ is a clear indication of a notable shift in India’s role in Ford Motors’ strategy. The company recent investment of $500 million only substantiates its early-2008 commitment of a small car for the Indian market.

Furthermore, Ford has increased the number of its domestic dealerships by 50 percent, and would likely reach the 150-dealerships target by this year-end. In addition, the company has doubled its production capacity from 1,00,000 cars per year to 2,00,000; along with flexible engine facility of 2,50,000 units per annum.

Talking about the sub-4 meter long Figo, which will be available in a 1.2-litre petrol and a sub-1.5-litre diesel model, Ford India President and Managing Director Micheal Boneham said that the car’s price will be “extremely competitive,” and its life-cycle cost will be considerably low.

Boneham said: “For the buyer, the initial price of the car is not the only thing. They will also look at the cost component in the longer term. Overall, we want to create unbelievable value for money for a Figo owner.”