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Mayur N. Shah

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Mumbai Feb. 14 Ford India is following the footstep of Porsche India by offering a similar online customised tool on www.india.ford.com (Ford India Web site) for its range of models present in the country.

The online tool is a feature that allows any surfer to customise a Ford vehicle as per their choice of accessories, colours, etc. The company is currently undergoing clinic tests on this new project said, Mr Scott McCormack, Vice-President, market, sales and service, Ford India.

The project has started off with the customisation tool on its latest product offering, Ford Fiesta.

The company may later upgrade it to its remaining models (Fusion, Ikon and Endeavour).

One can customise the Fiesta with a wide range of colours as options; choose from a variety of total maintenance plans (4) and accessories (32) to make it more customised as per your choice; though the customisation is specific to certain levels only.

Certain glitches

There are certain glitches in the tool like ornamentation kits on interior and exterior aesthetics give no details about these kits, especially when it is expecting the prospective customer to shell out a large sum of money for that kind of enhancement.

It is a pilot project right now and, therefore, various amendments have to be undertaken said, Mr McCormack. As of now, the tool is specific to additional inputs such as services (maintenance plans and warranty packages) and safety parameters like the optional ABS (anti-lock braking system).

Offering individualistic choice on exterior and interior contours would hike up the overall cost of the vehicle.

Unlike a Porsche i.e. a high end luxury sports car, where sales are driven by sheer exclusivity and performance driven features, the Fiesta is an upper mid size segment car that has its sales driven by value for money features, said experts. Therefore, it's very important for the company, to offer this tool with customized options that are driven with factors like value for money proposition.

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