Ford India rolls out 'Swap your Drive' initiative
The American auto brand Ford Motors has introduced an advertising concept called 'Swap your Drive' to make the prospective consumers of Ford cars to actually 'Feel the Difference'. The auto major is encouraging the customers to exchange their cars with the new Ford cars like Ford Figo hatchback, Ford Fiesta Classic sedan and the Ford Endeavour SUV for one week and accumulate the Ford experience.
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With the new advertising campaign, Ford India intends to bring about the awareness of the Ford brand, which is known for its quality and excellent driving dynamics. Ford India hopes to collect the thrill of the real world driving, experienced by the user to enhance their presence in the country. This campaign will be run on the media outlets including the Facebook and television. The Ford Fiesta sedan campaign recorded four such experiences of the people who have taken a test drive on the new Ford Fiesta sedan each day.
The consumers, apparently are quite enthusiastic of their Ford one-week 'Swap your Drive' experience. A participant shared his views after experiencing the Ford Figo drive for seven days; he said that the experience has left him spell-bound with excellent fuel economy, impressive technology and comfort.
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However, there are mixed opinions regarding the initiative taken by the Ford India. While few people think that the real world experiences of the people definitely count, others opine that Ford India needs to put in more effort to ensure that this real-time driving experience converts into actual purchases.
According to a report, Ford India had taken steps towards investing about $ 1 billion to set up a new manufacturing plant in Sanand, Gujarat. The new manufacturing plant will open 5,000 new job opportunities to result-in 240,000 vehicles and 270,000 engines manufactured a year initially. Apparently, Ford India has continued to grow in 2011, with opening one service or sales outlet every week.
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