Prompted by Competition, Ford India Lines-Up Rs. 200 Crore Brand Campaign

Maruti Suzuki Brezza's success has become a cause of worry for Ford. The American carmaker's EcoSport was jutted out of the top 5 list by the former. To combat the threat, Ford has lined up a multi-media brand campaign. Ford, that had been struggling with the sales of the Figo Aspire sub-compact sedan and the Figo hatchback, intends to make its after-sales and service quality the focal point of its campaign. A PTI report claims the budget for this crusade to court customers is over Rs. 200 crore.

A Ford India spokesperson told PTI, "Aligning with Ford's vision of 'Go Further', the new campaign encompasses the entire gamut of Ford portfolio of products and services, promising trust and transparency as experienced being part of a family."

Furthermore, Ford has introduced a wide array of measures at its dealerships and service centres to strengthen on-ground delivery and relationships with the customers.The aforementioned initiative includes endeavours such as a service price calculator and the provision to check the price of parts on Ford India's website.

The automaker is also working on ensuring availability of its parts through a network of authorised distributors across the country, that includes Tamil Nadu, Kerala, Delhi, Hyderabad, Telangana, Karnataka, etc.. Ford will soon add retail distribution in Gujarat, West Bengal, and Rajasthan.

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