Ford India, the domestic division of the American car maker, is all set to conduct the 'Midnight Sale' on May 13, 2012. On this day, all dealerships operated by the company will remain open till 12 am and customers will be offered a host of free gifts with each car. Previously, this event was held in December 2011, when the manufacturer was able to clear its stock of 15 days in only 2 days. It is being speculated that the automotive major is holding the sale earlier this year in order to tackle tepid sales.
While speaking about the initiative, Nigel Wark, Executive Director - Marketing, Sales and Service, Ford India, stated, "This is the quieter time of the year. So, we want to bring in some excitement and draw people into the showroom." In April 2012, passenger vehicle sales rose by a marginal 3.4 per cent, the least in as many as 10 months. Major factors that have been identified for this slump in sales are high interest rates on auto loans, increasing fuel prices, hike in prices of cars and uncertainty in value of Indian Rupee in the international market.
Buyers who will head to the company's showroom can get free gifts like LCD TVs, DVDs and an assured gift with every car. They can even get the opportunity to purchase their new Ford vehicle at special interest rates. With this unique initiative, the manufacturer is hoping to repeat the success of the previous edition of the event. On this, Wark quipped, "We see no reason why it could not be replicated this time."
During the Midnight Sale held in December 2011, all official showrooms were well decorated and conducted various events to lure potential buyers. In past five months, the manufacturer has raised its dealership network from 170 outlets to 230 and has extended its reach to 123 cities in the country.
In earlier communication, Wark said, "Through Midnight Sale – our dealers will be open till midnight to attract more customer footfalls and to provide them great offers on cars. We want customers to experience the excitement of the never-before Midnight Sale and win great prizes too.”
