It's been seven months since Ford decided to close its
factories in India, taking $ 2 billion in compensation. The decision came as no
surprise: contrary to Ford's expectations in 2012 that the country's emerging
middle class would push it into one of the company's three largest markets by
2020, its market share had slumped to less than 1.5% by the time it decided to
pull the pin.
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Ford, meanwhile, has invested heavily in two factories off
the south and west coasts of India, producing cars and SUVs for the local
market and export. But in ten years, it cost more than $ 2 billion because it
failed to penetrate the market at a price dominated by cheap cars and
two-wheelers.
Now there may be a way to recover some of the losses. The
provincial government of Tamil Nadu is negotiating with Ford to examine whether
the factory could be transformed into a factory for the production and export
of electric cars, the known news channel reported last week. Ford also told the
daily that it was exploring the possibility of using a plant in India as an
export base."
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That would be a good move. Although it will be difficult for
US car manufacturers' giants to enter India more significantly - General Motors
stopped selling in India five years ago - electric cars could offer another
chance to enter the market with 1.4 billion people.
This option is particularly likely given that Maruti Suzuki,
a local Suzuki unit that sells every other car on Indian roads, does not offer
EV.
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The market is small, accounting for only 1% of total sales,
but the growth is surprising. Sales of electric cars and SUVs jumped 324% last
month, according to data compiled by the Federation of Automobile Dealers. This
is comparable to a 7.8% drop in total passenger car sales.
India, home to some of the polluted cities in the world, has
promised to be carbon neutral by 2070 and is taking steps to become greener.
Ford has selected one of the companies to receive government subsidies under a
plan to manufacture electric vehicles, which encourages the carmaker to return
with a new avatar.
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This may also have lessons for other car manufacturers. GM's
plant in India has been dormant for years, and a trade union representing
former employees has blocked an agreement to sell Great Wall Motors' plant in
China.
Ford brings some successful products to India, such as the
Figo hatchback, the EcoSport compact SUV and the Endeavor premium SUV. But
competing with Maruti and Hyundai in South Korea is difficult in a country
where cheap discovered cars were traditionally the choice of the emerging
middle class, which bought its first car.
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