Ford EcoSport, the compact SUV that had recently been launched by the company has done exceptionally well in the market. Ford is not being able to meet the production targets of the car due to material shortage as a result of which the waiting period of the car is expected to be extended up to eight months. The head of Ford India, Nigel Harris, pointed out during the launch of Ford Figo compact sedan that their third shift of the Chennai plant has not yet kicked off due to lack of availability of certain materials. He has pointed out that the company is constantly trying to find different ways of increasing their production.
Nigel has said that though the company wants to increase its production and also start the third shift, it will not be possible for them to do so without materials. In order to meet their current demands, they will need to know the kind of material they have. It is evident that without material supplies like metal parts, trims and other basic items, Ford India cannot even think of starting the third shift since they are already facing trouble running the second shift. Approximately 350 EcoSports are produced by the company in a single shift.
Looking at the situation of the company, dealers are not taking bookings for the diesel or automatic variant. With a booking of over 60,000 EcoSports, Ford India might stop the bookings for the period in order to meet the outburst of demand.