While most manufacturers are increasing the prices of their automobiles, Ford is busy slashing their prices. The company has just announced that prices of the Figo Aspire and Figo have reduced by up to Rs 91,000 and Rs 50,000 depending on the variant. The Figo and Figo Aspire haven't been the runaway successes that Ford hoped they would be mostly because of the price. Due to the poor response from the market, the brand had even cut production of these models by half, earlier this year.
The biggest price slash here is attributed to the 1.2-litre petrol Ford Figo Aspire's Titanium trim. The Rs 91,000 reduction has brought the price down from Rs 6.90 lakh to Rs 5.99 lakh (ex-Delhi). The top of the line Titanium+ trim in the petrol variant meanwhile now costs Rs 6.80 lakh from the earlier Rs 7.45 lakh. However, prices of the Figo Aspire's Ambiente trim (petrol and diesel) and the 1.5-litre petrol AT variant remain unchanged. The Ford Figo however, sees a price cut only in the Titanium and Titanium+ trim.
According to Ford, nothing in the car or the manufacturing procedure has changed to bring about this price cut. The brand is simply trying to price these models very aggressively against its rivals. The Figo Aspire now undercuts the recently launched Volkswagen Ameo's top-spec Highline trim which costs Rs 7.05 lakh, ex-Delhi. However, it still is far from beating the top-spec petrol Maruti Suzuki Swift Dzire's price of Rs 6.22 lakh (ex-Delhi). We've compared all three of these cars, and the Figo Aspire came out as the winner (you can read the full comparison here).
This isn't the first time that Ford has resorted to this strategy. Earlier this year, when Maruti Suzuki launched the Vitara Brezza, Ford had to cut the EcoSport's price by up to Rs 1.2 lakh to keep competition close.
Here are the updated prices of the Ford Figo and Figo Aspire (all prices are ex-Delhi):