Zig’s Opinion: Why Ford Should Bring Back The Endeavour

Exactly a year ago, Ford broke our hearts by announcing its exit from India. The blue oval is long gone and has even sold its Sanand facility to Tata, hinting there is no return of the local production. Well, there were other carmakers who shut shop in India over the last two decades, but Ford had a special place, thanks to cars which put a smile on our faces. Fiats too did the same but that is a story for another day. If you ask us, Ford gave up on India due to relentless competition and Ford’s own ineptitude to update its models and bring in new SUVs, which are the rage right now. 

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We miss Ford’s drivers’ cars

No matter how we look at it, the truth is we miss Ford and most of its lineup. The Figo and Aspire (don’t forget the Freestyle), although not as epic as their predecessors, were still plenty fun, especially when you consider the competition. The EcoSport started the SUV frenzy in India and still provides the most laughs you can have in a sub-4m SUV. These cars are history now, like the Escort, Ikon, Fiesta, Classic and the underrated Global Fiesta.  

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A ray of hope?

In September 2021, Ford announced its exit from India promising to continue service and support. The carmaker also informed that it has plans to bring in premium models through the CBU route in the near future. Ford has a strong portfolio of EVs abroad.

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So we expect the carmaker to bring in a couple of EVs along with the new Mustang, and maybe some of the Raptors if we are lucky enough. In other news, Ford was also approved for the Indian government's PLI (Production Linked Incentive) scheme for the automotive sector. "We're exploring the possibility of using a plant in India as an export base for EV manufacturing,” said Ford in a response to the approval. But as it stands today, Ford has opted out of the plan of manufacturing EVs in India for export.

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Endeavour’s Cult

It is no surprise that Endy has a cult following in India. Even with a favoured competitor, the Endeavour still managed to rake in adequate numbers. Without any doubt, it is the Toyota Fortuner that was clearly ahead in terms of outright numbers, but the Endeavour won more hearts with its premium feel and better on-road dynamics. The Endeavour’s 3.2-litre, five-cylinder diesel was a gas guzzler in the literal sense, but it packed a punch strong enough to make you feel better about the dire fuel bills. The 2.2 was also capable enough, and the refined 2.0-litre Ecoblue diesel with its 10-speed automatic was no slouch either. 

Looking at the pre-owned market will also give us a good idea of how Endeavour is holding up. You can still find used examples north of Rs 30 lakh. A luxury SUV from a carmaker which shut shop in India still commanding decent prices in the used car market proves our case even more. The fact the Fortuner’s prices have gone up over the years, with it now being a Rs 50 lakh car, is also another compelling reason to consider Ford bringing back the Endeavour to India as a CBU. It is easier said than done, but with Ford banking only on CBUs, it doesn’t look bad for us folks rooting for the Endeavour.

Also read: 

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With India’s increasing obsession with pickups and lifestyle vehicles, maybe Ford can bring in the Ranger to rival the Toyota Hilux. Or even better, the Ranger Raptor! There is a whole range of SUVs in Ford’s arsenal, but it is ultimately up to the boffins at Ford and all we can do is hope we will get to see the Endeavour again. If at all that happens, the 2022 Ford Endeavour, with the Ranger-inspired styling, will be the one to look out for. Fingers crossed for now.