New-gen Ford Endeavour (Everest) Spotted Undisguised In India, Is Ford Making A Comeback?

The new-gen Ford Endeavour, known as the Everest in international markets, has been spotted undisguised for the first time in India. And with recent news and rumours about Ford making a comeback to India, is this latest development the proof we needed? 

First, A Bit Of History

Back in 2021, Ford India shut down its operations due to growing losses and lack of growth in what is one of the most competitive automotive markets in the world. That said, Ford assured that it will continue to be present in the Indian market, to offer service for its existing customers and bring its halo products via the completely built up (CBU) route as full imports. 

Did Anything Happen Till The Current Date?

An answer to this is yes. Ford filed design trademark applications for the Mustang Mach-E electric SUV and the new-gen Endeavour as well. But filing a design trademark doesn’t mean that a new model is going to be launched here; It simply means that no one else can legally copy the original design that has been trademarked. So this means Ford is securing the design of its new-gen models, which may or may not be launched, and no else can copy their design. 

Time To Clear The Air - Is Ford Coming Back? 

At the moment, Ford India has not confirmed any development with regard to their retail sales revival. The challenges they face are no secret since Ford's decision to stop car sales in 2021 caught both dealer partners and customers by surprise (an unpleasant one). Additionally, with no active sales network and (as per their 2021 statement) Ford's plans "to serve customers in India with must-have, iconic vehicles, including the Mustang coupe", Ford India would realistically be looking at selling their more expensive global models through a limited retail network in Tier-I cities, if they were to return to new car sales.

On the positive side, most of the Ford service outlets are still operating and as per our research across the internet, there are largely positive reviews. So while their service centres are still functioning, will the dealers be ready to make an investment and start a showroom again, after all that has happened? 

Well, that call of course, decides on the proprietor of the service centre, but then there’s another catch for Ford’s India return and the showroom owners, which is a major talking point. 

Are You Ready To Spend A Whopping Amount For The Endy?

Do remember, if Ford brings back its cars for the Indian market, they will be brought as fully imported models. And that means they aren’t going to be cheap, all thanks to our tax structure. Another option is to do local assembly as Ford still has its plant in Chennai, but bringing it back to operating condition will once again be a huge cost. As much as you and I are excited to see Endy's return, which has been hyped up with all sorts of rumours, Instagram reels, and news, let’s put reality into the picture. 

Considering that the full-size SUV segment has breached the Rs 50 lakh on-road price barrier (ahem… Toyota Fortuner), you’ll probably need to shell out nearly Rs 80 lakh (on-road) for the Endy, after all the import taxes. And keep in mind that it’s for a car from a manufacturer that has wound down operations and, everyone is assuming, making a comeback. 

India is a market where customers need maximum flash and attention when plonking so much money on their new ride. And let’s be honest: Ford doesn’t have the “pull” of luxury car manufacturers. So if the Endeavour is launched at its expected price as an import, Ford would have to be realistic about its sales expectations. And if Ford were to assemble the Endeavour in India (as some reports suggest) to be launched at a more reasonable price, it would need a retail network strong enough to justify the expense of restarting local production.

Time To Sum Up 

All in all, unless the American giant makes an official announcement, Ford India’s re-entry should be taken with a pinch of salt. Ford has a lot of work to be done before it plans a re-entry into India, which includes finding new sales outlets, repairing its brand image, bringing a steady flow of products, and constantly updating them to keep up with the times. 

If it decides to come back, our honest feeling is they shouldn’t mess things up, commit to the Indian market, and have a good development and growth plan. Pricing is key, especially for a brand who is coming back, and Ford really needs to find a way to ensure its cars aren’t over priced here. If things go south, do remember, salvaging it once again is a no-go. 

I, just like you all, would love to see Ford coming back to our shores, considering the fun-to-drive cars we got from the American brand. A lot of great memories from Ford are etched in our mind, thanks to their past cars like the Ikon (the original Josh machine), the Fiesta and Figo (known for their sorted driving dynamics), the EcoSport (which began the subcompact SUV segment), and the previous-gen Mustang (packing a mammoth engine for an affordable price). 

We would love to see all of that again with Ford’s latest cars. But then they have a lot of hurdles to overcome, to which only time will tell the answer.

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