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NEW DELHI, India – It was love at first sight when nine of South Africa's leading automotive and lifestyle journalists arrived in India last week to meet the newest addition to the Ford family – the cool new Figo.
''The Figo looks hot!'' wrote Candice Bailey in the Saturday Star.
Melinda Ferguson from True Love agreed, ''I think the car will appeal to people wanting to look funky and 'with it' – the Figo's got a great modern edge about it.''
At a welcome dinner hosted by Ford India President and Managing Director, Michael Boneham, the journalists got a better understanding of why this new small car is already causing such a stir.
''Figo is the result of careful use and application of global assets that contribute to our ONE Ford vision and regional expertise, allowing us to deliver a vehicle that represents extraordinary value for South African consumers,'' said Boneham during the dinner.
A presentation the next morning by Jacques Brent, vice president, Marketing, Sales and Service, Ford Motor Company of Southern Africa, and John Lonsdale, vice president, Product Development, Ford India, captured Figo's impressive safety and technology features.
''I was most impressed by how well the car is put together, how refined the engine is, the slickness of the gearbox and gear shift and the light clutch,'' wrote Gareth Dean in Car magazine.
After learning what made this vehicle among the top of its class, it was time for the journalists to get behind the wheel. They were given a warm send off by the Ford India team.
''The Figo that you will drive today is a great source of pride for Ford India and Ford Motor Company,'' said Boneham. ''I hope today's drive brings you a clear and exciting understanding of the Figo's all-new design and technologies, and I wish everybody a happy drive in our new small car.''
Two to a Figo, the journalists embarked on their first journey from Gurgaon to Jaipur – a distance of 270 kilometres. The challenges of driving in India, including pot holes, animals, and the occasional erratic driver, didn't faze Figo at all.
''Excellent chassis! The Figo handled the potholes and many bumps on the Indian roads with ease,'' wrote Pierre Steyn in TopCar. ''It's a far better proposition than many of its competitors.''
''The Figo is robust with good torsional rigidity. There doesn't appear to be any quality shortcuts. The ride was good... and the brakes excellent!'' noted Denis Droppa from The Star.
''The car handled itself perfectly and offers a solid platform. I really like the gearbox – it has an old, familiar and solid feel. The car feels predictable, safe and manoeuvrable,'' wrote freelance journalist Braam Peens.
Upon arrival at Chokhi Dhani in Jaipur that evening, the journalists were in for a surprise when they found traditional Indian dress in their rooms. Bringing their Figo experience to a new level, the journalists – each dressed in traditional clothing – enjoyed an Indian meal and cultural performance.
Nigel Wark, executive director, Marketing, Sales and Service, Ford India, took the journalists through the Figo's design philosophy in an intimate garden setting.
The next day, the journalists tested Figo on city streets, highways and winding roads before heading back to the hotel for a dinner with Brent, Wark and Craig von Essen, product communications director, Ford Asia Pacific and Africa. The conversation around the dinner table centred on how Figo handled the day's drive.
''The size of the Figo allows you to easily drive in any city and not be compromised for space,'' noted Peens.
Peter Olivier from Wiel magazine echoed this, ''The Figo is really spacious for a city car. The aircon was absolutely brilliant and the gearbox good – a real driver's car.''
''The Figo is a nifty, fuel-efficient car that gives you a feeling of freedom and fun. It's perfect for city driving allowing you to move around and park quickly and still feel safe. Its selling points – affordable, safe, speedy and parkable! The Figo offers a funky, modern, up-tempo, city design feeling,'' wrote Ferguson.
But it was the 1.4-litre diesel that made the biggest impression on the group.
''The diesel engine really stood out for me. The gearbox is slick and amongst its competitors, offers superior torque,'' wrote Lerato Matebese in the Business Day.
Mark Jones from Performance Motor Media concurred, ''The diesel is my pick! The Ford Figo offers a good quality, value for money proposition.''
''I predict there will be great interest in the diesel model,'' wrote Dean.
And while they might have been influenced by the vibrant colours that surrounded them during their time in India, many of the journalists expressed their love for the Coral-coloured dash.
''I think there's a market in South Africa for the Coral dash among 20-somethings,'' wrote Droppa, echoing the group's sentiment.
The Figo for South Africa will have a 1.4-litre engine in both petrol and the diesel versions. It is expected to arrive in the country later this year.
''Customers will do well to wait for the Figo to come to South Africa if they're interested in buying a car in this segment,'' wrote Matebese.
Olivier concurred, ''With the design and price – you couldn't ask for a better option.''
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| Ford executives brief journalists on Figo's design and technology |
The Ford Figo on the road. |
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| Journalists and Ford representatives take part in an evening of Indian culture |
A traditional Indian welcome for the journalists |