Ford Figo’s 50000th car, that toured all of India during October 2010, has helpd company raise Rs 20 lakhs for charity. The Discover Smart Drive saw its grand finale in Chennai today, wherein press was invited to share the success story.
§ Ford India dealers contributed and generated funds for community development
§ Discover Smart Drive – 25 day road trip promotion flagged off from Chandigarh on 5th October 2010 culminated successfully in Chennai
§ The special Figo designed by popular television host and artist Harun Robert (a.k.a. Rob) generated tremendous support from dealers with proceeds generated by dealer body to be used for community development
§ Figo crossed the 50000th sales milestone in October; is the second fastest car model in India to reach 50000 sales mark and has emerged as one of the most popular car in its segment
§ Discover Smart Drive generated exponential online response in 25 days (About 10k fans on facebook…)
Photo by Shrinidhi Hande
”The Discover Smart Drive has helped us connect and thank consumers across India. The Figo has achieved outstanding results. Figo is the second fastest car model in India to have crossed the 50,000 sales milestone and that is a reflection of the confidence our customers have in us and we will boost the morale further as we move forward” said Michael Boneham, president and managing director, Ford India.
To engage other Figo owners, the “Figo four” shared personal road stories, photos, videos and experiences via their Facebook, Twitter and Orkut profiles and blogs. Customers and fans also followed the drive via Facebook (http://www.facebook.com/fordfigo), Orkut (http://bit.ly/orkutfigo), Twitter (http://twitter.com/fordfigo) and a Driving Ford blog (http://www.drivingford.in) and helped the couples out by posting valuable suggestions, advice and tips along the way.
Talking about Ford India’s marketing strategy to create an integrated campaign, Nigel E Wark, executive director, Marketing, Sales and Services said, “True to its concept, the Discover Smart Drive enabled the lucky couples to explore smart things about India along with smart features of the Figo. Using an integrated approach involving digital, marketing and our growing dealer network, we were able to take the Figo to consumers’ doorstep and have multiple positive conversations on new mediums.”
Seen as the success, the drive was successful in driving positive conversations around the brand and resulted in increasing Figo’s fan base on Facebook to over 15,000 people. Over 600 updates posted on the experiential drive and resulted in showcasing key Figo differentiators such as spaciousness, fuel economy and air conditioning from over 5,000 comments across social networking sites.
“The response that we have got from this campaign has taken Figo’s popularity to a different level. We thank our online supporters also in this endeavour. Figo has been the top-selling vehicle in five out of seven months, since its launch and we wish to sustain this phenomenon.” Wark concluded.
Watch this interesting video below to know about the ongoing Ford Figo Discover smart drive. Our staff Shrinidhi Hande had a brief interaction with Nischal Ram and Niharika, the 4th lucky couple chosen to drive the 50000th Ford Figo from Hyderabad till Chennai.
Ford India is currently running a road trip called Ford Figo discover Smart drive, a month long road trip from Chandigarh to Chennai, where in 4 lucky couples are selected to Drive the Figo, one week each.
The event is leveraged effectively online, mainly in Figo’s facebook page and twitter. The road trip has been of great success so far and Figo’s facebook page is looking to double its fan count very soon. Figo’s fanbase was about 8000+ at the beginning of the month and currently nearing 15k level.
We congratulate Ford India for this success and the observation serves as a testimony that offline events can be effectively leveraged online. Figo’s Discover India smart drive has been running lots of contests online, on facebook, orkut and twitter, giving away prizes like Nokia phones and so on, actively engaging the fans, in sync with the road trip happening on the field. October 2010 hasn’t ended yet, so we can expect the number to keep shooting up.
BENGALURU, India, September 14, 2010 – Ford India today unveiled the Ford Endeavour 3.0-litre 4×2 Automatic (AT) – the newest addition to its Endeavour premium Sports Utility Vehicle (SUV) range.
At the launch, Michael Boneham, president and managing director, Ford India, said, “We are excited and delighted to introduce our latest Endeavour variant to India.
“Building on the strong Endeavour sales so far this year, and the overwhelming response to the automatic transmission launched last year, we are confident that the Ford Endeavour 4×2 AT will be a popular and well received addition to our product line-up.”
Competitively priced at Rs. 17,88,760 (ex-showroom, Bengaluru) the Endeavour 4×2 AT is powered by a 3.0-litre, 156 PS DuraTorq TDCi (common-rail) powertrain with the Variable Geometry Turbocharger (VGT) and 5-speed automatic gearbox – with the overdrive switch on
the shift lever – to deliver a highly responsive drive that complements its best-in-class torque performance at 380 NM at 2500 rpm.
Compared to other diesel automatic offerings in the 15-20 Lakh premium SUV segment, the DuraTorq engine of the new SUV delivers class-leading fuel efficiency of 10.7 kpl (ARAI).
”Like other variants in the portfolio, the 4X2 variant is robust, good looking, great to drive and versatile. We describe it as a ‘smooth operator’ SUV with the state-of-art 5-speed auto transmission technology that provides a superb and effortless driving experience whether negotiating congested city streets, cruising on the highway or exploring country hills and back roads, ” said Boneham.
While rugged on the outside, the interior of the new Endeavour includes many creature comfort features. For example, the interior design sports a classy two tone finish complemented by a spacious passenger cabin.
Inside, it also boasts ergonomically designed leather upholstered seats, a 6-CD changer music system and DVD player and an environmentally-friendly dual air conditioner with personalized air conditioning vents for the second and third rows.
Other unique touches which enhance the 4×2 AT’s aesthetic and driving appeal include illuminated scuff plates, a titanium-finished instrument panel, sports pedals and a stylish side body cladding.
The new variant also offers an array of active and passive safety features such as dual-stage front air bags for the driver and passenger. The air bags work in conjunction with three-point safety belts and pre-tensioners and load limiter features unique to Ford vehicles.
In addition, the Anti-lock Braking system (ABS) coupled with Electronic Brake Force Distribution (EBD) provides extra security peace of mind for drivers.
The Ford Endeavour 3.0- litre 4×2 Automatic (AT) is available in five colour options – Diamond White, Moondust Silver, Sea Grey, Panther Black and Morello.
Since it was launched in India in 2003, the Ford Endeavour has been a perennial favourite among Indian premium SUV buyers and is consistently ranked as the number one or two top-selling vehicle in the segment.”
Earlier Endeavor was available in 2.5L 4x2MT and 3L 4×4 AT. Click here or a detailed review of Endeavor 2.5 MT XLT