Ford India Private Limited (FIPL), a wholly owned subsidiary of American auto major Ford Motor Co., has announced a highly unconventional marketing stunt of holding a midnight sale on December 5, 2012 in the country. The midnight sale features great discounts on the company's entire Indian product portfolio and has been pegged as 'The best day ever to buy a Ford'.
Accordingly, the extremely acute marketing strategy is believed to be directed at luring domestic buyers to Ford's countrywide retail outlets, as sales in December are usually lowest when compared to rest of year. The sales witnessed in Indian auto market are best during October and November months, which then fall to year's low in last month of a calendar year, due to depreciation aspect of the car.
Ford India will commence its midnight sale on December 5, 2012, between a time frame of 0800 hours and 0000 hours later in the night. The sales will be organised at company's 160 authorised retail outlets, spread across 129 Indian small towns, cities and metropolitans.
The American auto major's best selling product in the country, Figo compact hatch is anticipated to carry cash discounts worth up to Rs. 25,500, while the company's Classic sedan could cost less by up to Rs. 34,500. Ford India will be hoping to cover up a fragment of the losses it witnessed during November 2012, by offering heavy discounts on its products to local buyers.
Further, Ford India is also offering cash discounts up to Rs. 72,000 and Rs. 81,000 on its Fiesta saloon and Endeavour premium Sports Utility Vehicle (SUV), respectively. Apart from heavy cash discounts, the American auto major will also offer free insurance, comfortable EMI (Easy Monthly Instalments) along with an assured gift on each Ford model purchase. The company has also set aside more gifts like home theatre systems, washing machines, microwave ovens and LED televisions, all with a combined worth of Rs. 3.5 crore for its new customers.
Reportedly, the American auto major witnessed its domestic sales dip by 28.57 per cent at 5,944 units during November 2012, as against some 8,322 units sold in the same month last year. Expressing his views on the massive sales dip recorded by the company, Vinay Piparsania, Executive Director, Marketing, Sales and Service, Ford India, said, "Despite ongoing market challenges, we are very pleased to see customer sentiments improving and their confidence in the Ford brand continuing to grow." The latest stunt might help the company in covering up for some of the sales dropped during October and November months of 2012.
