NEW DELHI, India – As the Bharat Yatra caravan rolled into the Kairali Ford in Kochi on Wednesday to loud cheers, it marked the culmination of a 100-day journey for Ford India's popular Figo across 1,000 cities and small towns in India.
The Ford Figo Bharat Yatra was Ford India’s largest ever activation drive that created an experiential opportunity for consumers to connect with Figo – India's Most Awarded Car Ever – and resulted in over 17,000 test drives. The completion of the Bharat Yatra was celebrated in three key Indian cities: Jalandhar in the north, Bhubaneswar in the east and Kochi in the south.
The Ford Figo Bharat Yatra kicked off on June 29 to celebrate the phenomenal success of Figo, including 100,000 vehicle sales within 15 months of launch, export to 27 international markets, and industry-wide recognition as a great value-for-money vehicle. During the 100 days of the Bharat Yatra, the car edged closer to the 120,000-unit sales mark.
The road show gave customers across India first-hand 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.
The car was mounted to a moving pavilion on a specially designed lorry, and taken down at venues for customers to have a close look and take it for a test drive. After stopping at each location for a few hours, the road show rolled on to the next stop.
"Impressive number of enquiries, on-the-spot bookings and thousands of test drives conducted during this Yatra clearly suggest that Figo's value-for-money proposition continues to find resonance in the market," said N. Raja, vice president, Sales, Ford India, who was present to flag in the lorry carrying Figo on its last leg to Kochi.
"Through the 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," added Anurag Mehrotra, vice president, Marketing, Ford India, who flagged in the vehicle at a hotel in Bhubaneswar alongside two dealer principals, Satish Garg of Capital Ford and Pramod Chandra Rath of Odisha Ford. In Jalandhar, Ford India's General Manager of Marketing, Sriram Padmanabhan, attended the ceremony with Dealer Principal Raj Naresh Singh.
"The route was carefully planned to ensure the car not only went to Tier I and II cities, such as Pune and Asansol, but also to Tier III and IV towns like Kamarhati, Mangalore and Gandhidham, creating opportunities for us to connect with our consumers in remote towns," said Nigel Wark, executive director, Marketing, Sales and Service, Ford India. "Our mission to thank our teams and customers, while introducing Figo to a new set of customers across India has been accomplished through the Bharat Yatra."
Ford India is set to expand its sales and service network to more than 200 outlets in 120 cities across the country by the end of this year, with new dealerships in 13 locations including Solapur, Gulbarga and Tirupur.
"We are trying to get closer to our customers and ensure a better service experience by rapidly growing our sales and service network,"
|Sriram Padmanabhan, general manager, Marketing, Ford India, with dealer principal Raj Naresh Singh in Jalandhar.
||Anurag Mehrotra, vice president, Marketing, Ford India, poses with dealer principals at the Bharat Yatra culmination event in Bhubaneswar.
||N. Raja, Ford India's vice president for Sales, flags in the Bharat Yatra caravan at Kochi.|