Ford India is gearing up to start third shift in its Chennai plant to increase the EcoSport production. Even after a year after its launch, the EcoSport still commands waiting periods of upto three months.
As per reports, lower variants of the EcoSport, in particular, have been in short supply. Some dealers still quote a waiting period of up to three months for the base 1.5 Ambiente version. According to company sources, these lower-priced variants are not profitable for Ford India which is why the company is limiting their supply. But the American manufacturer claims that they are not limiting the lower variants but the demand really is for the higher variants.
“The EcoSport not only did well in India but every market in which it has been launched. That has put the pressure on suppliers everywhere. We can’t change suppliers overnight but have now got to a point where we can increase volumes. We will, therefore, soon move to a third shift which is planned for the EcoSport,” said Nigel Harris, president, Ford India.
“We are not limiting the lower variants but demand really is for the higher variants. For the first couple of the years, people want the (top-of-the-line) Titanium, and not many want the lower series to start with. It’s only when the vehicle is a year or two old that people begin to demand the mid and lower variants,” he added.
Launched in June 2013, the Ford EcoSport is the one of the most successful vehicles in India. Even after increasing the price of the car more than once, the EcoSport is finding many takers who are ready to wait for months to get one home. It not only took away customers from the Renault Duster but also B-segment cars like the Maruti Suzuki Swift and the Hyundai i20.