CHENNAI, India — With Indian consumers often having limited free time in their busy lives, Ford India decided to make buying a car a little easier, with its second annual 'Midnight Sale.' The result: over a stunning 3,500 cars sold in a single day.
Dealerships were open on Sunday from 8 a.m. to midnight, and thousands of customers thronged dealerships across India to take advantage of special deals and discounts on Ford's class-leading vehicles and reduced interest rates.
Besides offering a significant opportunity for savings on the Ford product range, the ‘Midnight-Sale’ provided customers with a chance to win surprise gifts worth Rs 2.5 crore ( USD 482,500). Every customer who booked a car on Sunday received an SMS code from the Ford dealer for the chance to win gifts such as LED TVs, Blackberry phones, DVD players and digital cameras.
"After last year’s runaway success, we decided to bring back the ‘Midnight-Sale’ considering the needs of those prospective consumers who are hard-pressed for time. We wanted to make it an exciting buying opportunity with fabulous offers and gifts," said Nigel E. Wark, Ford India's executive director, Marketing, Sales and Service.
"This is really wonderful", gushed Janaki Raman, a real-estate executive who won a Blackberry phone after booking a silver Fiesta at the Chennai Ford dealership. "I was always enchanted by the All-New Fiesta's superb look and today being Sunday and the day of the Midnight Sale looked like the perfect day to go with my family and book it,", an elated Raman said while posing with wife Sheeja and son Veekshit for a photo with the new car.
All Ford dealerships sported thematic decorations with colourful balloons, Midnight Sale festoons and decorative lighting. At some other dealerships, comic characters, Mehndi stalls and magic shows kept the children busy while the helpful staff took prospective customers on test drives.
The buying frenzy started early, with the first car booked at 7.45 a.m, but peaked as evening approached with over 300 cars sold between 6-7 p.m. By midnight Ford India had sold over 3500, cars in a single day, an overwhelming success over last year.
"This year's numbers indicate the buzz we generated in the marketplace to make it a huge success. We sold 50 percent more cars than last year," said Anurag Mehrotra, Ford India's vice president, Marketing.
"We are extremely thankful to our customers for the continued patronage of the 'Midnight Sale,' making it an unprecedented success and assuring that they will be satisfied with the quality and performance of our cars," Wark concluded.
|Relaxing at a Ford dealership during the Midnight Sale.|