Former Ford India MD joins Tata Motors, after U.S automaker stopped manufacturing and other operations in the Asian country.
U.S automaker Ford ceased operations in India after 25 years due to poor sales.
Ford India’s former President and Managing Director, Anurag Mehrotra has joined indigenous automaker, Tata Motors. Mehrotra joined Tata Motor’s commercial vehicle business unit (CVBU) as Vice President- International Business and Strategy.
Ford India’s decision to end production in India and restructure its operations took the industry by surprise. The American brand’s decision to end sales of its existing portfolio here and instead focus on importing vehicles has left its existing customers and dealer partners discombobulated.
But the company had to overhaul its strategy for the Indian market in the wake of piling losses and low market share despite the brand’s long presence in India.
A strategy change of this magnitude is likely to be accompanied by changes in the leadership and one can already see that happening.
According to media reports, Anurag Mehrotra will be reporting to CVBU’s Executive Director and Head. He has spent over a decade with Ford India and had leadership roles in marketing, sales, and service.
Ford India started operations in India back in the 1990s and tasted a fair bit of success. But despite being present here for so many years and delivering some benchmark vehicles, the American brand has almost called it quits here.
It plans to shut down production for the domestic market and will instead sell imported cars like Mustang Coupe, Mach-E, etc. in India. Ford India has also promised to provide after-sales service and warranty coverage. But many of its dealerships will now be converted into service entities or used for selling CBU vehicles.