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Download the Original Attachment Download the original attachment FORD ORGANISATION Ford Motor Company is an American multinational corporation and the world's third largest automaker based on worldwide vehicle sales. Based in Dearborn, Michigan, a suburb of Detroit, the automaker was founded by Henry Ford and incorporated in June 16, 1903. Ford now encompasses many global brands, including Lincoln and Mercury of the US, Jaguar and Land Rover of the UK, and Volvo of Sweden. In 2007, Ford became the third-ranked automaker in US sales after General Motors and Toyota, falling from the second-ranked automaker slot for the first time in the previous 56 years. Ford was also the overall seventh-ranked American-based company in the 2007 Fortune 500 list, based on global revenues in 2006 of $160.1 billion.[5] In 2007, Ford revenues increased to $173.9 billion, while producing 6.553 million automobiles and employing about 245,000 employees at around 100 plants and facilities worldwide. Ford came to India in 1998 with its Ford Escort model, which was later replaced by locally produced Ford Ikon in 2001. It has since added Fusion, Fiesta, Mondeo and Endeavour to its product line. They have so far covered 24 states in the country. In Mumbai , they have 7 dealers,Bhavna Ford at Nerul being one. Presently they offer 4 vehicles in Bhavna Ford-Ikon,Fiesta,Fusion,Endeavour with the Mondeo being awaited to be relaunched. This project primarily focuses on the product positioning strategy as implemented by Ford India as well as Bhavna Ford. At the same time, the aspects of the dealer like awareness factor has also been studied with a Market Research, conducted by us,students of 1st Year MMS. PRODUCTS CHARACTERISTICS Ford India has categorized its vehicles in 2 segments mainly-passenger vehicles and sports utility vehicle. In the passenger category are- 1. Fiesta 2. Ikon 3. Fusion The sports utility vehicle, SUV segment has one vehicle to offer as of now in India- Endeavour. Bhavna Ford as well deals in these 4 vehicles presently. In SAMBHAV ’08, they displayed Ikon and Fiesta. Now let us have a detailed look at the characteristic features, added advantage and overall specification data of these all vehicles in a sequential manner. FIESTA The Ford Fiesta is a mid-class supermini car designed and built by the Ford Motor Company in Europe It is one of Ford's most successful cars with over ten million sold in seven distinct generations since 1976 and production continues as of 2007, with an eighth generation expected during 2008. Fiesta comes in five models. They are Fiesta 1.4 Duratec EXI, Fiesta 1.6 Duratec ZXI, Fiesta 1.6 Duratec SXI, Fiesta 1.4 Duratorq EXI, Fiesta 1.4 Duratorq ZXI The characteristic features of this presently most popular car of ford are- SAFETY Probably this is the second most appealing factor for Ford Fiesta apart from fuel efficiency. Fiesta is put through the most stringent Ford safety standards that check s for front & rear crashes and fuel system integrity. • ABS (Anti-Lock Brake System) with EBD -EBD determines the load condition on the front and rear axles • Dog Test -Low-speed frontal impact with obstacles is a common feature in India • Distance to Empty (DTE) -The DTE displays the estimated distance the vehicle can travel before it runs out of fuel • Air Bag -The driver is protected by Driver side air bag TECHNOLOGY • Dura Technology-Dura Technology is a world-class revolutionary petrol and diesel engine technology patented by Ford. It makes the Fiesta more refined, more exciting to drive and more economical to run or DuraSmooth, DuraVrooom and DuraSave as we prefer calling it. • Power Control Module (PCM) -A newly designed PCM is standard in Fiesta for improved refinement, lower fuel consumption and reduced emissions • General Electronic Module (GEM) Imagine Generic Electronic Module as a super computer that controls engine diagnostics ENGINE Engine specifications for Fiesta models are given below. Feature Fiesta 1.4 Fiesta 1.6 Fiesta 1.6 Fiesta 1.4 Fiesta 1.4 Duratec EXI Duratec ZXI Duratec SXI Duratorq EXI Duratorq ZXI Cyllinder head Aluminium Aluminium Aluminium Aluminium Aluminium & Block Alloy Alloy Alloy Alloy Alloy Type 4 Cyl. In-Line, 4 Cyl. In-Line, 4 Cyl. In-Line, 4 Cyl. In-Line, 4 Cyl. In-Line, 16-V DOHC 16-V DOHC 16-V DOHC 8-V SOHC 8-V SOHC Fuel system SEFI SEFI SEFI High Pressure High Pressure Common Rail Common Rail Displacement 1388 1596 1596 1399 1399 (cc) Compression 9.75 : 1 9.75 : 1 9.75 : 1 18 : 1 18 : 1 Ratio Max. power 82 / 6000 101 / 6500 101 / 6500 68 / 4000 68 / 4000 (ps/rpm) Max. torque 127 / 4000 146 / 3400 146 / 3400 160 / 2000 160 / 2000 (nm/rpm) Emission Bharat Stage Bharat Stage Bharat Stage Bharat Stage Bharat Stage III III III III III Apart from these features mention should be made of the exceptional fuel efficiency of this car. Registered in The Limca Book of World Records(32km/ltr), fiesta diesel version gives mileage upto 25km/ltr under standard conditions, while the petrol version too gives a handsome mileage of 18km/ltr. IKON Ford’s Ikon is a part of their cross cultural marketing in India. Their initial offering, escorts was replaced by Ikon, which is meant and so manufactured in India only. The USP of this car lies in the fact that it has a pick up which is superior to any car of its mid- class segment. That may have been the reason for the car being called as the Josh Machine. So high was the pick up for Indian market that it had to be replaced with the Ikon Flair,compritively having a lesser pick up. The salient features of this car are as follows. SAFETY Thanks to Ford's highly developed Dynamic Safety Engineering (DSE) program safety becomes a standard with every Ikon. Some key safety features include side impact beams, crumple zones, a monocoque body and the latest in occupant restraint systems.The Ikon complies with Ford's European antitheft protection strategy of using a multi-faceted approach to vehicle security. This includes the following elements on all the Ikon series: • High security lock sets, for doors and boot lid • Steering column lock • Spare wheel, mounted inside the boot • Remote locking fuel filler cap connected to central locking • Child Locks TECHNOLOGY The 1.3L ROCAM engine is derived from the new Ford SOHC engine family that is efficient, reliable and extremely robust. ENGINE The engine specifications of Ikon are as follows. Engine Feature Ikon Engine Displacement 1299 (cc) Max. Power (ps/rpm) 70 PS/5500 Max. Torque (nm/rpm) 105/2500 Cylinders 4 in-line Emission level Bharat Stage III Fuel Injection SEFI As a young icon, you believe in nothing but the best. Expect nothing less of the young Ikon either. Its fuel-efficient ROCAM engine delivers pure exhilaration behind the wheel. Its smooth performance and responsiveness makes driving in the city or cruising down highways a breeze. DESIGN FIESTA Ford Fiesta's robustly well-proportioned powerful stance is born out of cutting edge Ford design and gives the car its sporty, purposeful presence. Front View-The Fiesta front design leaves a bold, strong impression with a high level of sophistication. The large, functional twin headlamps with integrated turn signal lamps creates identity and a sense of authority. Fog lamps in the lower bumper gives the car a low sports feel and the surrounding chrome ring emphasizes prestige and individuality. Side View-Fiesta makes a bold, strong, side view statement that enhance it's sense of purpose and powerful appearance. Rear View-The high boot not only adds to the side view stance of the car. Modern and contemporary tail lamps convey a statement of practicality and safety, and add a touch of sophistication and elegance. Interiors-The Fiesta's interiors has black and beige two-tone environment with a wide choice of premium leather or fabric upholstery. Add to this a bright and modern instrument cluster and luxurious silver finishes. There are intelligent spaces everywhere inside the Fiesta - a trinket tray, ashtray, a penholder and cup holders on door boards and rear seat armrests. Created with the disciplines of Ford's shared technology approach, a core team of Indian engineers worked with product development teams from UK, Germany and Australia on the project. 2/3 of the Fiesta has actually been designed specifically to suit Indian consumers. EXTERIOR Feature Fiesta 1.4 Fiesta 1.6 Fiesta 1.6 Fiesta 1.4 Fiesta 1.4 Duratec EXI Duratec ZXI Duratec SXI Duratorq EXI Duratorq ZXI Twin jewel effect Black Chrome Chrome Black Chrome headlamps Surround Surround Surround Surround Surround Integrated turn S S S S S signal lamps in headlamps Chrome bezel on - - S - - Fog lamps Radiator Grille Body Chrome Chrome Body Colored Chrome Surround Colored Driver and Black Body Body Colored Black Body Colored passenger mirrors Colored Grip type door Black Body Body Colored Black Body Colored handles Colored Body Side - Body Body Colour - Body Colored protection Moulding Colored with Chrome insert Dual reversing S S S S S lamps Decklid Handle Black Body Chrome Black Body Colored Colored Turn indicator on - - S - - outside rear view mirror IKON Chassis Design-The Ikon's stiff body structure plays a key role in isolating ride comfort and running refinement. The rigid supporting platform helps in keeping noise, vibration and harshness to minimal levels. Stability and instinctive controllability have been built into the chassis system to provide maximum vehicle control. Ikon Handling-An optimised suspension design, a balanced chassis and sharp steering precision, make the Ikon a fun machine to drive.
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