The Big Brother
of SUVs, the Ford Endeavour, has been re-launched in India. Ever since its launch in 2003, it has been the highest-selling premium SUV in the Indian market. At present, the company commands 38 per cent market share in the Indian SUV market. With the new version of the Endeavour, it intends to further strengthen its position within the segment. The other SUV brands in the market are Grand Vitara, Forrester, Terracan and Honda CRV.
An advertising campaign accompanies the launch of Ford Endeavour. The earlier campaign for Ford Endeavour in India concentrated on promoting the product and the brand. This time around, the positioning is focused on the consumer - a first in the history of advertising for Ford Endeavour. Says Tarun Khanna, general manager, marketing and product planning, Ford India, "We talked to a lot of families about the Ford Endeavour. A general consensus was reached on the fact that a lot of our existing consumers identify the brand with weekend action. That is where this new positioning germinates from."
So, what's the new positioning? Ford Endeavour's new brand campaign is basically about the aspirations of its consumers. Aptly named 'I Wanna Go', it exhibits the various emotional aspirations and expectations of consumers associated with the brand.
Khanna says, "The campaign positions the Endeavour as a family action SUV. In a way, it is a vehicle always ready for action. With over 75 per cent changes over the earlier model, the new Endeavour is a vehicle that adapts to growing consumer needs. These needs may arise as travel within the city, outdoor explorations, business meetings or outings."
The 'I Wanna Go' campaign hits the air waves beginning June 21. The media mix comprises print, outdoor and direct marketing, besides other below the line activities. The print campaign will be run in luxury and lifestyle magazines. Also, Ford India plans to run a micro-site revolving around the new Endeavour. It will talk about the different places consumers can go to and the varied experiences they can have with the Endeavour.
The Ford Endeavour, with a 2.5 litre diesel engine, is available in three variants with a price tag ranging from Rs 14.72 lakh for the XLT 4x4 to Rs 15.62 lakh for the XLT. The limited edition, XLT 4x2, is available for Rs 15.52 lakh.
The new Ford Endeavour is loaded with a host of upgrades. The new version is powered by a 16-valve turbo-diesel common rail injection system (TDCi) that will deliver a peak torque of 330 Newton-metres at 1,800 rotations per minute (rpm). It promises to give a mileage of 13 km to a litre. Also, it sports ABS with electronic brake force distribution and incorporates additional safety features such as increased diameter of the shock absorbers for better control and handling in all driving conditions.