Ford’s Figo celebrates 2nd birthday with over 1.5 Lakh proud owners across India

Birthdays are always a special occasion, and when the product whose birthday it is, happens to be India’s most loved and most awarded car in its segment – the Ford Figo – the occasion is that much more special. As the beloved Ford Figo, the chosen set of wheels for no less than 150,000 proud owners across the length and breadth of the nation, turns two years old, Ford India launched a unique and innovative 360 degree campaign, across 230-outlet nationwide dealer network, to invite the Figo’s fans and consumers to take part in the festivities that celebrate the Figo’s tale of extraordinary success. Leading the celebrations, Nigel Wark, Executive Director, Marketing, Sales and Service, Ford India, said, “Despite a dip in the auto industry last year, the Figo has continued to witness growth not only in the domestic market, where it now has 150,000 proud and happy owners, but also in export markets. As we celebrate this wonderful journey with this innovative new campaign, we would like to thank all our customers, both in India and abroad, for the confidence they have shown in the Figo as a product and the loyalty they have shown towards the Ford brand.”

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With special offers and discounts across Ford product range, the 360 degree campaign aims to drive engagement using platform like print media advertising, radio promotions and on ground events and service camps at dealerships across India to celebrate the occasion. The theme of the campaign is the ‘Ford Family’ wherein the highly capable Endeavour SUV and the value offering – the Fiesta Classic, are the Figo’s elder brothers. And it is this set of brothers who, in a series of animated videos posted on popular social platforms like YouTube and Facebook and through media like radio, are inviting the consumers to come and join the celebrations at Ford dealerships across the nation. Much like elder brothers do invite people to join the youngest brother’s birthday party in the average Indian family, thus showcasing Ford India’s appreciation of the Indian family values.

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During the birthday month, the key venues for the celebrations – the Ford dealerships – will be decorated in a birthday theme with customers being encouraged to participate in fun filled activities and competitions like the Ford Figo Quiz and the Ford Figo Race with remote controlled cars before the cake cutting. The celebrations will also include fun games and events such as art competitions and slogan writing competitions for children and young adults, again emphasising Ford’s willingness to include all members of the family in the Ford family celebrations. In keeping with the Ford promise of “Go Further”, the celebrations won’t stop with the birthday and will continue through the Ford Figo’s birth month of March. As part of the month long celebrations service camps will also be organized, which become especially significant with summer around the corner and customers lining up to get their vehicles serviced in preparation of the harsh summer months.

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The Ford Figo is especially significant in the story of Ford’s recent rapid growth in India and in order to retain this steep growth curve, Ford India has continued to expand its dealer network with at least one dealership inauguration every ten days since the launch of the Figo in March 2010. As a result the Ford India dealer network has witnessed a 40 per cent expansion over the last two years to 230 sales and service outlets in 123 cities across India, especially with the unprecedented inauguration of 45 outlets in 35 different locations across India in a single day! Alongside its growing popularity in India, the total number of countries where the ever popular Ford Figo continues to find happy and proud homes has also grown over the last two years to 34 with the inclusion of Lebanon as its latest export destination. Carrying forward its strong sales and export performance, Ford India sold 10,424 wholesales and export units in February.

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