With passenger car sales seeing the slowest growth during April 2012 in a decade, registering a growth of just 3.4 per cent as compared to the corresponding month of the previous year, car manufacturers are coming up with innovative ways to boost sales. While many are going the tried and tested way of offering discounts, Ford India is extending its sales hours with its ‘Midnight Sale’ initiative.
In keeping with its brand promise of ‘Go Further’, Ford India’s one-day marketing drive is being carried out in all its showrooms across 123 cities nationwide on Sunday, May 13, 2012.
In line with Ford’s strategy of increasing its outreach, this promotion intends to offer an easy purchasing opportunity for potential Ford consumers, who are hard-pressed for time. Ford India dealerships across the country will remain open from 8 a.m. to midnight to encourage customers and their families to come and experience Ford cars.
“The Midnight Sale is all about enhancing the Ford experience on a one-day scenario and also enhancing the attractiveness of buying a vehicle on this day,” said Nigel E Wark, Executive Director, Marketing, Sales and Service, Ford India. This will also enhance the number of people who will come to the Ford dealers’ outlets in 123 cities in the country. "Through this event, Ford in India is aiming to give them an additional reason to come and experience the joy of driving a Ford car," Wark added.
Besides offering significant opportunity for savings and special interest rates on the Ford product range, Midnight Sale also provides customers a chance to win assured gifts starting from LCD TV’s to mobile phones, worth crores of rupees.
Increase in customer satisfaction and growth in overall confidence is what Ford India is expecting from this event. The number of people visiting the Ford dealers will also be significantly higher. “This will bring a fillip in every which way, and the brand will also be stepping up,” Wark said.
India is part of a region that “has a great future and the sentiment for Ford is very positive”. The biggest players in this region are India and China and “we have tremendous plans that I’m comfortable with,” he pointed out.
The initiative is promoted through social media and radio. And, social media is something that they have “worked hard to become better and better”.
Commenting on the fact that this event coincides with Mothers’ Day, Wark concluded, “This day will not only be a good reason to say ‘Thank you’ but , Mothers’ day is a great day to buy a car!”