BANGKOK – Ford Thailand is gearing up for a strong second half of 2024, riding on the popularity of its Ranger and Everest models and a customer-centric approach. The company is launching its largest campaign of the year, the “Ford 28th Anniversary,” to commemorate its nearly three decades in the Thai market. The campaign will offer customers the chance to win cashback prizes and attractive service offerings.
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Despite a challenging market, Ford Thailand saw robust sales in the first half of 2024. The Ranger and Everest models secured the third position in the pickup and PPV segments, respectively, with combined sales of 11,282 units. The Ranger dominated the 4×4 pickup truck segment with a 29% market share and further solidified its lead in the 4×4 double cab segment with a 37% market share. The Everest also achieved a record 27% market share in April, following the launch of the Everest Platinum earlier this year.
Marketing Initiatives
Ford’s marketing strategy for the second half will focus on its leadership in the 4×4 pickup truck segment. The “King of Tough” activation will allow Ranger Raptor customers and off-road enthusiasts to put the high-performance truck through its paces on challenging tracks across Thailand. The top performers will win an exciting trip to Laos and Vietnam.
The company will also continue its music marketing strategy for the Ranger brand, collaborating with popular country singer Monkan Kaenkoon for the second consecutive year. The new song, “Si Pah Kwam Kid Hod…Ma Kord Der” (Sending My Thoughts to Hug You), aims to strengthen the bond between Ford and its customers.
Enhanced Customer Service
Ford Thailand is committed to providing a superior customer experience. The company reported increased usage of its service innovations, such as Online Service Booking, Mobile Service Vehicle, Pick-Up and Delivery, and Express Service 60 Minutes Guaranteed, in the first half of the year.
“These enhancements demonstrate customers’ growing familiarity with and confidence in Ford services,” said Ratthakarn Jutasen, managing director of Ford Thailand. “Moving forward in the second half, Ford plans to further develop its customer service offerings to ensure even more ‘convenient, reliable, and impressive’ experiences.”
Building on this, Ford plans to further enhance its customer service offerings in the second half. These include:
- Expanding dealer outlets and mobile service units to provide paint and body shop services.
- Enhancing communication channels through the LINE application.
- Upgrading the spare parts management system for improved accuracy and speed.
- Emphasizing the value of owning a Ford vehicle by highlighting its cost-effective maintenance.
Ford 28th Anniversary Campaign
The “Ford 28th Anniversary” campaign is the centerpiece of Ford Thailand’s second-half strategy. Customers who book and purchase a Ford vehicle between August 1 and September 30, 2024, will have the opportunity to win cashback prizes totaling 2,240,000 baht. The campaign also includes special service offerings, such as discounts on genuine Ford accessories, engine oil and filter changes, and extended warranty programs.
“The continued popularity of Ford vehicles amidst this year’s challenging market condition reflects the trust and confidence customers have for the Ford brand,” said Ratthakarn Jutasen, managing director of Ford Thailand. “For the second half of the year, we remain committed to building on our product strengths and customer-centric approach – both in attracting new customers through exciting campaigns and in nurturing existing customers to ensure peace of mind.”
With its strong product lineup, innovative marketing strategies, and focus on customer satisfaction, Ford Thailand is well-positioned for continued growth in the second half of 2024 and beyond.
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