Ford to launch new SUV ‘Everest’ in India

After prolonged anticipated and when it is finally sure that Ford is returning to India, there is more news. Contrary to earlier expectations, the American automotive giant will not be introducing the Ford Endeavour SUV in India as previously anticipated. Instead, the company has made a strategic decision to launch and rebrand the SUV as Ford Everest in the Indian market.

According to a certain source associated with Autocar India, Ford indeed intends to bring the vehicle previously known as the Endeavour to India. However, it will undergo a rebranding process and be marketed as the Ford Everest. The reason behind this decision stems from trademark complications.

Initially, Ford India had opted to use the Endeavour badge in the country because the Everest name was trademarked by another entity. Although now after acquiring the rights again, Ford has decided to go with the Everest to utilise it for their re-entry into the Indian automotive landscape.

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The adoption of the Everest model name carries additional benefits for Ford beyond resolving trademark issues. It serves to reinforce the company's image as a global SUV manufacturer, aligning the Indian market offering with its international branding strategy.

Given Ford's initial plan to sell a limited number of completely built-up (CBU) models upon its re-entry, the consistent use of the Everest name across markets offers cost-saving advantages. The company can directly import the model from other right-hand drive markets without the need for investment in localising new badges and nameplates specifically for the Indian market.

At present, Ford India has not disclosed any immediate plans to recommence local manufacturing operations in the country. The brand's strategy for its Indian market relaunch involves focusing on CBU models until its electric vehicle (EV) strategy is fully established and ready for implementation.

This approach suggests that Ford may not resume manufacturing activities in India until late 2025 or2026, ideally. In late 2023, the company made the decision to cancel the sale of its manufacturing facility located on the outskirts of Chennai, where it had originally planned to produce EVs for both local consumption and export markets.

Recent industry rumours have also hinted at Ford's interest in forming a partnership with an Indian manufacturer. The primary objectives of such a collaboration would be technology sharing and the joint manufacturing of hybrid and electric vehicles. While no formal agreements have been announced or signed at this time, sources within the industry suggest that Tata Motors is emerging as a leading potential partner for this venture.

The first indications of Ford's planned re-entry into the Indian market surfaced in January 2024, when the company filed design patents for the Everest model. Following this development, Ford initiated a recruitment drive for engineers at its manufacturing facility near Chennai, signaling preparations for future operations. More recently, the sighting of the first CBU models of the Everest during transportation near the company's plant has provided tangible evidence of Ford's imminent return to India.

Although Ford has not yet made an official announcement regarding its re-entry plans for the Indian market, industry observers anticipate the launch of the CBU Ford Everest in India before the conclusion of 2024. Local production is expected to commence by 2026, aligning with the company's long-term strategy for the market. When introduced, the Everest is projected to be positioned in the premium SUV segment, with estimated pricing ranging between INR 60 lakh and INR 70 lakh (ex-showroom).