KOREA – They’re not your typical test drives.
Cross-town, cross-country drives with a mix of road conditions are the norm. But when you’re showcasing the Ford Escape’s versatility, features and technologies and demonstrating why it’s the best SUV in its segment, ordinary just won’t do.
That’s why Ford Korea opted for a multi-faceted approach in launching the all-new Escape.
The initial two-day media drive in October drew 85 journalists interested in learning more about the 2013 Escape, record attendance for a Ford drive program in South Korea.
But it’s the social camping event experience that has everyone talking.
A group of fans selected from Ford Korea’s Facebook page and the social networking site me2day traveled 65 kilometers in the new Escape, from Seoul to Chungpyoung, where they pitched tents and shot their own Escape commercials to post online. Fans also enjoyed a cooking competition, concert and movie at the campgrounds before traveling back to Seoul the next morning.
Feedback from campers and journalists was positive, with more than one person predicting Escape will be popular with the Korean market. “After the vehicle is introduced in the market, it will be a bestseller very soon,” said Hyung Keun Lee of Digital Times. “It is well-designed car for Korean consumers nowadays.”
Curve control was one of the most widely praised features, with the spacious interior and sleek design also drawing multiple positive comments.
John Schuldt, Ford Korea chief marketing officer, was pleased with the response. “We believe Korean consumers will find the all-new Ford Escape meets their needs and provides an enjoyable driving experience. The journalists who participated in this drive are very knowledgeable, and we were gratified by all of their positive comments.”
Reporters from general interest, economic, lifestyle and trade publications were among those taking part in the drive.
A select group of media will also get to put the Escape through its paces on a camping trip yet this year. They’ll be looking at how it performs off-road along with its features and how well it accommodates the needs of families.