Ford unveils Endeavour variant

Company plans to launch small cars in next 24 months.

Chennai-based Ford India today unveiled the new 3 litre Endeavour Thunder kitted with 16 valve TDCi (turbo diesel common rail injection) diesel engine. According to the company, the sports utility vehicle (SUV) offers increased power and improved fuel efficiency.

Scott McCormack, V-P (marketing, sales & service), Ford India, said, "With the new 3L engine capacity, the Indian consumer can magnify his adventure from the driving and riding experience."

Ford's new vehicle is the third addition to the auto major's stable of Endeavour SUVs in the country. The new Endeavour Thunder costs Rs 17,32,000, ex-showroom Delhi.

The SUV competes with a host of 4X4 vehicles such as GM Taverra, Hyundai Terracan and Toyota Innova.

The company has so far sold 10,000 Endeavours. The Endeavour family contributes 10-20 per cent to the company's revenues.

Sold under the brand name Everest in Indonesia, the Ford Endeavour Thunder is imported as semi-knocked down (SKD) kits from Thailand (up to 35 per cent of the vehicle is localised).

According to Ford, Hindustan Motors, supplier of engines to Ford, has not been involved in the manufacture of engines for the new SUV.

Ford, which sold 40,000 vehicles in 2007, sold 360 Endeavours in January this year.

"The outlook for 2009 depends on interests rates, and consumer sentiments," said McCormack.

According to the company, the Endeavour SUV is sold in markets such as Indonesia, Thailand and Vietnam. In Indonesia, a stripped down version of the Endeavour is used in the timber and logging industry as an ambulance.

Quizzed on exploring defence applications for the Endeavour, McCormack said, "We are definitely interested in supplying armoured Endeavours for the Indian defence sector. Discussions are going on."

On the investment front, McCormack said, the company plans to invest $500 million in the next 2 years. This will be primarily for capacity expansion in its existing factory outside Chennai.

With 50 per cent of the country's automobile market consisting of small cars, McCormack said Ford India would launch its small car in the next 24 months.

With 5,000 Ford Fiesta already exported, on the small cars, he added, "first we'll serve the domestic market and then look at exports."

On Ford's budget wishlist, McCormack said, "We desire a uniform tax policy and don't agree with the differential excise duty. If the import duty on capital equipment is reduced, we could reduce our prices."