Ford to revive Ford Assured used car program

Ford to revive Ford Assured used car program

India seems to be seeing a massive boom in its economy. The share market is booking, the aviation market is booming and the automobile industry is booming as well. Not only Indians are buying more cars than ever, the second hand market is also seeing massive growth.

Market leaders Maruti Suzuki are already a major player in this segment with their Maruti True Value program. Hyundai India recently announced their plans to launch their own second hand car program. The latest one is Ford India who are now reviving their Ford Assured program.

Ford has recently launched their new car Ford Fiesta which is selling in big numbers and this means that many owners of Ford Ikon car would be looking at upgrading to this new product. And the company plans to help them to get the best value of their current car.

The company had originally planned to launch this initiative way back in April 2000 in New Delhi, Bangalore, Chennai, Coimbatore, Ludhiana, Baroda, and Pune. However, it was massively delayed though it seems like a good time to bring it back.

The company expects to push up the sales volume of the recently launched Fiesta and even Fusion with this program. Arvind Mathew, president and managing director of Ford Motor India said about this initiative: “We entered the market when the used car business was highly fragmented. The company went a little slow on the concept, as consolidation had not happened in India unlike in developed countries. It will take some time for consolidation to happen in the country. Consolidation will happen when a large number of cars come to the market for replacement.”

He further added: ”There are a lot of Ikons on road now. They are being brought back for replacement in favor of either Fiesta or Fusion. Now we can start giving push to the ‘Ford Assured’ concept and we are looking at it very actively. Earlier this was not the case as the volume of Ikons on the field were not that high and people were not bringing it back for replacement. There was not much of interest. Now is the good time.”