Hyundai - i45

The Josh is now Gone ?

I still remember 1998. There were three major brands from 3 major auto giants. Opel came with the Astra, Fiat introduced the UNO and Ford came with the Escort. Though the first two did some decent numbers, while Escort failed miserably due to the high cost of ownership. It was then Ford went back did its homework again and came up with Ikon, a true ikon for Ford till 2010 when Figo has changed the fortunes for Ford.

Ikon was first introduced with a petrol engine and then with the TDCi diesel engine. Later the branding for the car was done as 'the Josh machine' which created a niche for the car among driving enthusiasts. But the car did deliver on what it promised. A true brilliant driving experience. The diesel engine also became an instant hit among the mileage oriented Indian customers. 

In spite of all this, Ford always had a negative perception of high ownership costs, thanks to the Escort. People always perceived the brand as a rich mans baby. But Ford always tried to change the perception by offering maintenance offers from time to time. But after the Ikon, the Fusion again was a miserable failure failing to meet the demands of the customer in that segment. 

After a long time, it was the Fiesta that resurrected the fortunes for Ford in India. But those days, no one would have imagined that its the Fiesta thats going to drive away the Josh machine forever.

It is happening now.

Fiesta is taking a new 'Classic' form all set to replace the Ikon. Is the company is trying to downgrade a premium sedan to the entry level sedan? For what?

Wait...

The new 2011 fiesta is all set to roll in the second half of the year. So Ford is trying to milk the cow (Fiesta)to the fullest. But in its current form at this price range it is not possible. So the Ikon which sold Zero units in Jan 2011 made way for profits to the company despite a major facelift recently. So, the company has strategically phased out the ageing Ikon to let its customers go Fida.

Lets see how the new Fiesta is going to take it from where the current Fiesta has left the stage.