Ford Motor Co. launched its first made-for-India compact car Tuesday, as the U.S. automaker continues its push into fast-growing Asian markets.
The four-door Figo, Italian for “cool,” is the Dearborn, Michigan-based automaker’s first car designed — and priced — for the mass Indian market.
Ford squeezed the car into a tiny frame — 3.8 meters (12.5 feet) by 1.7 meters (5.5 feet) — to ease its passage through the tide of bullock carts, angry taxis, handcarts, motorbikes and cows that clog city roads.
The car also has extra durable lubricating and cooling systems, to deal with India’s extreme heat and torrential rains.
But its most Indian feature of all is the price.
Starting at 349,900 ($7,690), the Figo is within reach of “Sandeep,” Ford’s vision of its archetypal consumer — a 27-year-old man, recently married and ambitious, with an income of 300,000 to 400,000 rupees ($6,000 to $8000) a year.