Ford India on an aggressive 'Swap your Drive' ad campaign

Ford Motors, in their 'Swap your Drive' advertisement campaign has targeted mainly the consumers who drive the rival vehicles like Maruti Swift, Tata Indigo and Toyota Fortuner and have swapped their cars with their cars namely, Ford Figo, Ford Fiesta Classic and Ford Endeavour respectively. The other competitors for the Ford vehicles are the recently launched Toyota Etios diesel and Toyota Etios Liva diesel. The advertisement campaign held by Ford India is to chronicle users' experience after swapping their vehicles with their rival brands and to highlight how the users' react to the Ford cars after the week.

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Ford India Vice President Anurag Mehrotra, has reportedly commented on the campaign saying that, each brand has their own strengths and this campaign held by Ford India is to bring about the consumer experience from their own mouth to make it authentic and credible communication.

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According to the industry experts, the initiative taken by Ford India is just an example to boost up their sales like the rest of the car makers who are doing their best to ramp up their sales, either by offering discounts or by conducting marketing campaigns in the current sluggish car market. After recording an impressive growth of 30% during the last financial year, 2010-2011, the growth in the car market declined by 15.7% in July and 5.7% in August due to two major factors including the high interest rates on loans and volatile fuel prices.

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However, according to a close source, the Ford campaign is not something new, and such advertising campaigns had been held numerous times across the world. The advertising campaigns involving comparisons among the brands are in sync with the rest of the world and this is how the progress is made in the automobile industry. Ford India has made use of the practice implemented by FMCG and Cola brands to first time target their rivals explicitly in order to highlight their products with respect to high fuel efficiency, advanced technology and driving experience.