Abhishek’s drive with Ford ends

MUMBAI: Auto giant Ford India has terminated its much-touted brand endorsement deal with film star Abhishek Bachchan. The multinational car-maker has decided not to extend the December 2005 deal, which came up for renewal last month.

Abhishek was the brand ambassador for Ford Fiesta. ���We have not renewed the endorsement deal with Abhishek Bachchan,��� Ford India���s vice-president, marketing, Scott McCormack, said. The main idea of the deal was to establish the Fiesta brand and ���we have achieved that very much with Abhishek���s endorsement,��� he added.

Asked if a hike in endorsement fee was the reason for this snap, McCormack said, ���This was a mutually amicable call by both of us.��� The company is believed to be of the view that the Fiesta brand has acquired enough equity to thrive without a brand ambassador. Industry sources, however, said the auto major was not willing to pay a higher price to Abhishek, whose market value has gone up of late, following his recent successes at the box-office.

The Fiesta, a mid-sized sedan, has been the best selling model for Ford and the company has sold a total of 42,000 vehicles in 2006, an 80 per cent vault in sales when compared to the previous year.

The Bollywood actor had earlier endorsed home-grown car-maker Maruti���s Versa, alongside his superstar father Amitabh Bachchan.