Ford EcoSport draws first blood against Renault Duster



Last month, Renault Duster completed a year in India. During this time, over 60,000 units of the vehicle, believed to have prised open the compact SUV segment, have hit the roads and revived a company that was languishing at the fringes. However, as is the case with most non Maruti, non Hyundai brands, the honeymoon season for the car is over.

Duster

Renault Duster

The entry of Ford EcoSport, Duster’s first credible rival can be attributed for this.

In its first full month in July, EcoSport hit the ground running with 4715 unit sales that was good enough for it to break into the top 10 in India. It is no coincidence that it replaces Duster in that position.

Neither that the 3089 unit sales in July was Duster’s worst month since its launch.

It is obvious what works for the EcoSport.

It is a more urban looking vehicle and has a mint fresh appeal. It also has a whole gamut of features, an area where the Duster cannot even stand an inch.

EcoSport

Ford EcoSport

But more importantly, it comes with a killer price tag that is not Rs 50,000, not Rs 1 lakh but a full Rs 2 lakh less than Duster.

Duster has its own set of niches but with so many of it already on the road the novelty factor is absent now.

And there will be a time when it has to respond.

For now, Renault has taken some partial measures like plonking in navigation and a touch screen interface to make the dated interiors feel a little more upmarket. I daresay they will need a lot more.

The French company though seems to be in a state of denial. It believss that with a price gap that is this substantial, EcoSport is in a completely different segment altogether and caters to different clutch of customers.

That may have been true in Europe but in India that does not work. If all stays this way, be prepared for some hefty discounts on the Duster by the feative season.

Ford has drawn first blood. It will be interesting to see how and when Renault responds.

Sales

Renault Duster: Annual sales

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  • Ramesh Kumar

    BEGGARS ARE NOT CHOOSERS.WASHINGTON POST DESCRIBING MMS SONIA’S POODLE, WAS IT WRONG?
    ONLY CASUALTY IS COMMON MAN.
    INCIDENTALLY GERMANY DIDNOT ALLOW WALMART.
    PL WRITE SOME POEM FOR COMMON MAN.

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  • Sid

    True. Rs.2 lacs with more features is a substantial gap. Not only Ecosport will extract Duster sales but also it will hit car sales in the similar price bracket. For instance, why would any one buy Skoda Rapid Diesel paying Rs.2 lacs extra. Ford initially may earn less per unit but with more number of vehicles on the road, there will be a recurring earning for the company’s spare parts division as well as the service centers. And good for the customers also that spares wil be available easily.

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    Tamanna Reply:

    The gap of 2 lacs has been reduced to 1.5 lacs

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  • Laxmikant Naik-Goa

    Delivery is not in time.Had booked last month & promised to deliver on 21st Aug but dealer saying we will not get it in this month.very disgusting

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  • Uzin

    True and duster is bleeding. Ecosports leaves behind Duster by 58% votes in a poll conducted at: BRAND COLLAGE

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  • Jagriti

    Ecosport deliveries are pain. Have booked the vehicle with Lathangi Bangalore on 14-Jun (12 days BEFORE launch) but still haven’t received the vehicle. At the time of booking, was told almost 20 people have booked before me. So, even after 2 months they are not able to deliver the vehicle.

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  • Tamanna

    Ford’s Googly stumps customers. Ford india launched Ecosport with tempting prices but deliveries were kept low. Once confident of the vehicle’s popularity based on bookings it increased the price by 50000-60000 (for Titanium variants). Now suddenly the deliveries have taken pace after the hike in price. Best move was to put disclaimer that the customer has to pay the price at the time of delivery and not the price mentioned at the time of booking (even if the bookings were done before launch of vehicle).

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  • Jitendar

    Good news for Ford investors and shareholders. Ford India has come up with a brilliant idea to maximise its profit. It may be recalled that they have launched Ford Ecosport with much fanfare and they even manged 30000 bookings in 17 days. The icing on the cake is that they deliberately delayed the deliveries for the vehicle and within 2.5 months increased the price by 5% inspite of the fact that even customers who have pre-booked(even 10-15 days before launch of vehicle) Ecosport are still waiting for deliveries. Ford has even trimmed features from variants. Ford played the card smartly by putting the disclaimer that customers have to pay the price at the time of delivery and not the price mentioned at the time of booking. So, in short Ford will get the higher price for most of its vehicles as the deliveries will be done after price hike. For marketing, the online links will still show the news in google seaches that the Ecosport has been launched with 5.59 lacs price which will definitely attract potential buyers. Ford is contemplating to follow the same rule for future products as well.

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