The Himalayan Times_PERSPECTIVES
JUNE 19, 2016
Going further by building on a glorious past
Ford’s global celebration of ‘ Heritage Month 2016’ driving greater brand connect
Soni Rai
Kathmandu
Marking 113 years of success, Ford is celebrating the month of June as ‘ Ford Heritage Month’ globally. GO Automobiles Pvt Ltd ( GO Ford) is the authorised dealer of Ford products in Nepal. It has been operating in the market since 2010 to promote Ford as a brand that is best known for setting standards in terms of safety, innovation, fuel efficiency and performance.
Celebrating success
Celebrating success
Sunil B Chhetri, Deputy General Manager, says, “ We have been celebrating ‘ Ford Heritage Month’ in Nepal since 2013 as our brand continuously strives to serve our customers with additional care. On this occasion, we not only cherish our history but also acknowledge our loyal customers who are at the heart and soul of our brand.” Every year, Ford creates a unique theme for the celebration — in 2013 the theme was ‘ Putting the World on Wheels’, in 2014 it was ‘ Ford in Pop culture’ and this year the theme is ‘ Racing is in our DNA’. This year’s theme is inspired by Ford’s racing history. “ We have decorated our showroom around the racing theme including a mini race track set up on the floor at every showroom. We want to give our customers a racing experience,” he says.
Special offers
Special offers
Ford will be organising special sales and promotion attractions that will include special price for all Ford line up, special gifts for showroom visitors and test drive opportunities. As the brand recognises that customers are the most important component for their success, they have organised special activities for both customers and owners. According to Chhetri, customer loyalty can be expected only if the company provides products and services beyond their expectations and Ford is set out to do just that.
Customers can get the chance to win movie tickets and take part in go kart racing events which are scheduled at the end of June. Chhetri adds, “ As a whole, Ford customers can expect special discounts, attractive offers, gifts on test drive and valuation, exciting activities throughout the month of June. We want to strengthen the bond between customers’ and the company through the celebration of the ‘ Heritage Month’.”
Customers can get the chance to win movie tickets and take part in go kart racing events which are scheduled at the end of June. Chhetri adds, “ As a whole, Ford customers can expect special discounts, attractive offers, gifts on test drive and valuation, exciting activities throughout the month of June. We want to strengthen the bond between customers’ and the company through the celebration of the ‘ Heritage Month’.”
Strong brand pillars
According to Chhetri, safety, reliability and cost of ownership that sums up ‘ value for money’ is the unique selling proposition of their brand. Ford is also known for manufacturing safe, reliable and technologically advanced vehicles offering lowest cost of ownership. He shares, “ We are one of the top three selling brands for passenger vehicles in SUV, hatchback and entry level sedan segments in the domestic market.” Ford makes every effort to meet local taste and preference through their marketing strategies.
“ We have four brand pillars and strictly follow it — Quality, Green, Safe and Smart ( QGSS). Everything that Ford has to offer revolves around these. Our activities like planning, performance, service, promotions et cetera , are all centred on our QGSS pillars,” he shares.
In Nepal, in order to maintain brand value, Ford always tries to launch their vehicles at the same time and of the same quality that is launched globally. The brand also assures that the latest technology introduced in the global market is also available to local customers. “ Cost for maintaining a Ford vehicle is lowest in the market. Not only are our spare parts the cheapest but our servicing cost is also lowest. This is what sets our brand apart from the others,” Chhetri informs.
Local strategy
“ We have four brand pillars and strictly follow it — Quality, Green, Safe and Smart ( QGSS). Everything that Ford has to offer revolves around these. Our activities like planning, performance, service, promotions et cetera , are all centred on our QGSS pillars,” he shares.
In Nepal, in order to maintain brand value, Ford always tries to launch their vehicles at the same time and of the same quality that is launched globally. The brand also assures that the latest technology introduced in the global market is also available to local customers. “ Cost for maintaining a Ford vehicle is lowest in the market. Not only are our spare parts the cheapest but our servicing cost is also lowest. This is what sets our brand apart from the others,” Chhetri informs.
Local strategy
In order to sustain in the market every brand has to perform to their best ability and please their customers. Ford being a global brand abides by its global vision. However, the brand tries to localise their strategy and aims to connect with customers through their excellent customer service. “ Ford understands the customers’ needs and constantly tries to provide fast and quality services. As an initiation, we plan to open new service outlets in Kathmandu, Pokhara, Biratnagar, Butwal and Narayanghat with world class 3S ( sales, service and spare parts) facility soon,” Chhetri shares. The brand tagline — Go Further indicates delivery of quality products and easy availability. He informs, “ Go Further is not only our tagline but it’s our global brand promise that keeps us one step ahead of others. Customers can expect a wide range from the Ford line up with the latest and most desirable vehicles to be introduced globally and soon to be launched in Nepal,” he assures.
