Synopsis
American and European automakers have long struggled in India. Ford and GM exited after poor sales. The Renault Nissan alliance, Jeep India and the Skoda Volkswagen association have a niche demand. Why do American and European carmakers fail to impress Indian buyers, while the Japanese and Koreans are a big draw?
Ashok Solanke, a businessman from Maharashtra, has been a Ford loyalist for a long time. He bought a Ford Figo in 2010. About eleven years later, he bought another Ford car: an EcoSport. Naturally, it came as a big surprise when the American automaker stopped manufacturing in India at the end of 2021. While Ford decided to maintain a strong service and parts network in the country, Solanke’s allegiance changed. His next purchase was a Mahindra XUV700
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