On Feruary 24, 2000, the company had extended its product range by launching a basic 1.3 litre version of the Ikon across the nation. And to announce the recent launch, the company is in the process of rolling out an aggressive print campaign, comprising a series of press advertisements across the country. It may be recalled that Ford had introduced 1.6 and 1.8 litre versions in November 1999 across the nation.

Adds the spokesperson from Ford, "In a bid to take on Zen, Indica, Matiz and Santro, we have positioned the new variant as- an affordable Josh Machine- In the top end of small cars segment, it's priced at Rs 4.2 lakh (ex-factory price)."

"Move up to the Josh Zone, drive a new Ford Ikon 1.3," reads the headline of one of the press advertisements. The company will be releasing the print campaign in all leading dailies and magazines across the country.As part of its marketing strategy, Ford Credit, a subsidiary of Ford India will be launching a financial package to promote the Ikon 1.3 litre version. "In this package, the Equated Monthly Instalment (EMI) will be very similar to that of Zen's instalment programmes. What's different is after three years, the buyer can either continue with the same car by offering a ballon payment or he can switch to other Ford models," elaborates the spokeperson from Ford India.

To promote the Ford Ikon 1.3 litre version, the company will be shortly hosting numerous roadshows at its 26 dealerships across the country." We hope to cover 40 towns by April,2000. In a bid to create awareness for the Ford Ikon, the company will be organising a host of chat shows with its directors on its Website-www.india.ford.com- which is equipped with flash animation technology, informs the Ford spokesperson. Also, on the anvil are a host of web promotions to push the brand in the over- crowded category. In the last three months, Ford India has sold over 4,153 Ikons in India, claims the company.