Ford Factory in the Indian city of China.
كلير بوشي من شيكاغو وبنجامين باركين من نيودلهيAfter about 30 years, during which she created a foothold that indicates its strong presence, Ford faces a difficult time in India, the country that constantly foiled the aspirations of international car manufacturers companies."We are holding our silence in India," Lyntepas Tyson, Executive Director of Investor Relations at Ford, told a conference for investors this week..He added: "We want to make sure that we are allocating the capital for profitable opportunities.".Ford's investment in the country for three decades, which included coordinated efforts by former CEO Alan Molali, left the company only 2 percent of the Indian market.أعلنت الشركة في وقت سابق أنها "تجري تقييما نشطا" لعملياتها هناك بعد أن تم إلغاء مشروع مشترك مخطط له مع مايندرا آند ماهيندرا Mahindra & Mahindra في 31 كانون الأول (ديسمبر)، بعد عام من الإعلان عنه.Ford must now decide whether to pump more money into its branch in India, or start making cars only for export, or withdrawing from the entire country.Ford took this road two months ago in Brazil."India was the very difficult problem that is impossible to solve for the auto industry.I am not sure that (Ford) did anything catastrophic.They are just another company above a pile of companies that cannot determine the correct method for sale in this market..Global auto manufacturers are attracted to the size of the Indian market - the fifth largest market in the world in size.It is expected that India will exceed Japan to occupy the third place during the next decade, according to the Consulting Company LMC Automotive, with its economy growth and high income..But most foreign auto manufacturers have struggled to prosecute their cars at a low price enough to attract urban elites in India.At the same time, high taxes that can add up to about half the value of the car, eat from its profits.Competitive companies such as Toyota, Honda and Renault offer a little better than Ford with a market share of 3 percent for each of them.About half of the Indian car buyers resort to Maruti Suzuki, a 40 -year -old Indian company belonging to the Japanese auto industry company, which dominates the market with efficient and low price vehicles.Ammar Master, LMC analyst, said that car groups in general have tried to sell in India developed products for other markets.It has invested more in markets like China, and sold a very small number of models in India without entering many updates.About a decade ago, Ford focused for a few years on India.Ramsey said that India has become a priority after the company has struggled to distinguish itself from competitors in a crowded Chinese market.This was one of the components of the Molali Plan for the transfer of Ford to sales of eight million cars worldwide, and thus the company invested $ 500 million to double the production capacity at its factory in Chennai to manufacture Ford Vigo, which is a small salon car."We are entering the sweet spot in the Indian market.This is of great importance for our business in India..But the sales were not achieved, which forced the company to shift towards the manufacture of export vehicles in 2013.Mark Fields, Khalifa Moulaly, said in 2016 that the company re -evaluating its operations in India, an account that continued in the reign of Jim Hackket in 2017, and now moved to the new President Jim Farley.Ford branch in India lost $ 23 million in 2020, a loss of less than 804 million dollars in 2019.Master said, "The company's strategy of mostly focused on one product every time - a strong successful product, if you will - in India is a repetition of the approach followed by other global cars manufacturing companies."."Without a continuous flow of new cars to stir Indian buyers, it is difficult to beat the leaders of the established market Maruti Suzuki and mobilize it from the highly loyal buyers.".Rishab Seth, the owner of an agency in Mumbai, was selling Ford cars, said that the company faced challenges, including slow product courses, high maintenance and limited efficiency in fuel consumption..All this reduced its attractiveness to Indian consumers interested in value.He added: "The cars were great for driving, but there was only a specific audience that was admired.People were looking for more fuel -efficient cars, comfortable and easy maintenance cars..Sunil Dot used to drive a Ford in his former job as a driver of an international non -profit organization.But he argued that there are no competitors like Maruti Suzuki or Hyundai.Personally, he owns two compounds from Maruti Suzuki.He said Ford is a "good car", but Maruti will win any day.First, it is a trademark (local).Second, it is comfortable, designed for Indian roads.Third, maintenance is available "from local mechanics.Other cars manufacturing companies abandoned the country when they failed to increase their market share.General Motors surrendered in 2017, and last year, the Harley Davidson Motorcycle Company, the largest wheel bicycle company in the world, announced that it will also leave the country, after it has struggled to compete with old local brands such as Royal Infield.MP Shimam, the owner of Ford in southern India who has been working with the company since 1996, expressed his belief that the company is committed to India in the long run..He said: "Like every company, it is witnessing some good courses and bad courses.They are not a model American company where they come and say, "Hello, things are not going well, so we will go out.".But analysts say this is one of the options that Ford must look at, even if you decide to return to the country later.LMC expects, based on the current production forecast for Ford, the company will use only 20 percent of its production capacity, which can produce 440,000 cars a year..Unarpsed capacity is a great obstacle to profits in the automotive industry."They cannot survive in India with these sizes," Master said..India's capabilities as a growth market were exposed to a deeper blow in 2019 when it entered the car market in deeper slowdown for decades, driven by everything starting from the wider economic slowdown to the explosion of auto applications.According to Bonnetta, an IHS Market analyst, in addition to long -term changes such as the appearance of electric cars, many have led to a rethinking their approach in the country.He said: "It is not only Ford that reconsider its strategy in India.Every (Automobile Industry Company) today reconsider its India's strategy.The next two decades will be different from the past two decades..
إنشرهاأضف تعليق
