Ford plans to introduce vehicles in China priced below its current entry level Fiesta.
“We do believe that the Ford brand has even more potential to offer value products for these markets like the tier-3, 4, 5 cities, so we have some plans in place to do that,” Joe Hinrichs, Ford Asia chief, told Reuters in Beijing.
“We believe the Ford brand has the capability to go a price point lower than Fiesta,” he said. He didn’t provide specifics.
Hinrichs was responding to a question about whether Ford would make a joint venture brand with Changan.
The Fiesta model in China sells in a range equivalent to US$12,300 to $17,500.
The same lower pricing could be applied to other emerging markets in Asia-Pacific, Africa and elsewhere by taking advantage of single model platforms for global sale, Hinrichs said.
Ford sells a reworked previous generation Fiesta hatchback, the Figo, in India and in markets such as South Africa but the automaker said recently it would no longer sell old technology models even in emerging markets.