Maruti Vitara Brezza’s success has Ford spending over INR 200Cr on brand campaign
Aravind Jayachandran, I'm a huge petrolhead, an automobile engineer, a massive fan of Ferrari, and loves collecting die-cast models for inspiration.
Campaign seeks to highlight Ford’s after-sales and service quality.
To appeal to new car buyers and increase confidence on a Ford product, Ford India has decided to invest INR 200 cr on a new brand campaign that highlights their after-sales and service quality, reports ET Auto.
Under the new campaign, Ford has introduced new initiatives at its dealerships and service centers to support on-ground delivery and strengthen customer relationships. To make after-sales service more transparent, the company has also introduced a service price calculator on its website.
This comes at a time where Ford’s two entry-level models, the Ford Figo and Figo Aspire, are witnessing sluggish demand. In fact, Ford had to halve the production rate of both the models and even had to shut down production at its new plant in Sanand for a week in March.
Also, the Maruti Vitara Brezza’s sales figures appears to be stealing the thunder from Ford’s top selling model – the Ford EcoSport. It has managed to consistently outsell the Ford EcoSport since its launch in March, and the latter is no longer seen in the top 5 UV list. The competition from the Vitara Brezza has been so intense that Ford had to reduce the EcoSport’s pricing to closely match that of the Japanese sub-4m SUV.
Ford EcoSport – Image Gallery
[Source: ET Auto]