Ford India Rolling Out A Brand Transformation Campaign

Ford India has rolled out a marketing campaign in order to transform its brand image. The carmaker recently conducted a survey and found that customers are drifting away from its products. Aimed at regaining their trust, the auto industry’s biggest brand transformation campaign will cost Ford around Rs 204 crore. 

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Although, surprisingly enough, the sales figures of the next-gen Figo have gone down as compared to its predecessor. While Ford India sold 98,537 cars in 2010, the numbers drastically reduced to 79,944 in 2015, despite Ford maintaining its quality.

“Figo is selling less than its predecessor. We started with 7,000-8,000 units a month. We came down to 1,200 a month. Today, my new Figo is doing less than that. Why is that? Nobody has an answer to that. Where are the people who used to buy the Figos?” stated a peeved Ford official, requesting anonymity.

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Ford India has confirmed that it has already rolled out a multimedia brand campaign. “The campaign encompasses the entire gamut of the Ford portfolio of products and services — promising trust and transparency as experienced in a family,” read a company statement.

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There is no doubt that Ford offers good built quality, but when it comes to figures, the carmaker takes a backseat. We sincerely hope that the campaign will bring desired results. 

Source: Livemint