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Pune , Oct. 17

STARTING with a production of 150 Endeavour units per month, Ford India is hoping to garner a 25 per cent share of the SUV market within the first year of launch.

Talking to presspersons, Mr Vinay Piparsania, Vice-President (External Affairs), Ford India, said depending on the volumes generated across the country, the company would increase its production level.

The company's intention is to launch a new vehicle every year and this is the offering for the current calendar year, he said.

Built at Ford India plant at Maraimalai Nagar near Chennai, he said the vehicle has about 20 per cent localisation content. As with the company's other models, the localisation content would be increased according to the volumes, he said. Ford Ikon, launched in 1999, at present has 90 per cent localisation content. The company aims to achieve a similar figure for Endeavour, he said.

Priced at Rs 12.90 lakh, Mr Piparsanis said the new vehicle has been developed keeping Indian roads in mind. Endeavour's export would be targeted at the Asian market. Gruelling tests in off road and extreme climatic conditions of South Africa, Thailand, Australia and Japan are already under way.

Offered in a 4x2 version with a 4x4 option, Endeavour would be on display in select markets across the country during October and delivery of the vehicle would begin in November. The delivery time of the vehicle would be close to five weeks, he said.

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