Do you care a fig about the new Figo?
So the official story is that the name for this new car from Ford of India, the first small model wholly designed in and for India, is Italian slang for Fico = cool.
Sure it is. But don’t tell me the Americans and the Indians were sitting around thinking of cool Italian names while enduring the monsoon heat of India! I rather think they came up with a clever abbreviation from Ford India On the Go – thought it was cool – checked with their lawyers – then adopted it and the marketing department (playing catch up as usual) came up with the official story.
The fact that a Fico is an Indian fig tree (or prickly pear) is probably purely coincidental. The fact that Ford uses Figo, a non-dictionary word, is very rare, other than for their small international cars. Anyway.. great name. Job 1 is done.
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