During the end of June 2011, Ford India started a Bharat Yatra to celebrate the sales of one lakh units of Ford Figo in India. ‘Ford Figo Bharat Yatra’, Ford India’s largest activation drive successfully culminated today in Jalandhar, Kochi and Bhubaneshwar. The pan-India drive covered 1000 towns across 20 states across India in a short span of 100 days. The Yatra created an experiential opportunity for consumers to connect to Ford Figo, ‘India’s Most Awarded Car Ever’ resulting in over 17,000 test drives.
At this occasion, Sriram Padmanabhan– General Manager – Marketing, Ford India, quoted: “Impressive number of enquiries, on-spot bookings and thousands of test drives conducted during this Yatra clearly suggest that Figo’s value proposition of being a value-for-money vehicle continues to find resonance in the market. Through ‘Bharat Yatra’ we wanted to reach out to people in smaller cities and towns and thank them for making Figo the most popular car in its segment which is well on its way to reach 120,000 customers in India. We are trying to get closer to our customers and ensure a better service experience by rapidly growing our sales and service network."
The Ford Figo ‘Bharat Yatra’ road show enabled consumers across India a firsthand experience of the car’s impressive features, including Bluetooth technology and best-in-class air conditioning. Customers also experienced its plush interiors, and explored its generous boot space. Ford India is set to expand its sales and service network to more than 200 outlets in 120 and beyond cities by the end of this year, with new dealerships coming up at 13 new locations such as Solapur, Gulbarga and Tirupur.
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