BEIJING, China - Scenic nature reserves, snow capped mountains and popular coastal spots featured prominently in Changan Ford’s recently concluded “MAX Go with Your Family” campaign.
Designed to position Ford S-MAX as the premier family MPV of choice for weekend getaways, the outdoor-pursuits themed programme involved more than 50 families test driving a new Ford S-MAX to six popular vacation destinations across the country between May and December.
As well enjoying the S-MAXs’ great ride, roomy interiors and many creature comforts, the respective families got active in a number of outdoor excursions.
Families from Shanghai and Hangzhou tested their angling skills in springtime fishing trips while another group in Qingdao discovered the joys of sailing in summer. During autumn, Shenzen families cycled a scenic mountain bike route while families in Beijing enjoyed an early winter ski trip.
The respective families - from major cities such as Shanghai, Beijing and Chongqing - were invited to participate in the test drive by submitting an entry form via a designated campaign web site or at a Ford dealer. The selected families included potential new customers, as well as current Ford car owners.
A number of auto and lifestyle reporters and bloggers were also involved in the programme including Yuekun Hu (Auto Fashion News), An Lei (Travel and Leisure magazine), Bai Ning (Car Owners magazine) and Shunping He (Super City Weekly magazine).
After completing a 300-kilometre drive from Chengdu to Mengding, driving through all types of road conditions from open freeways to tight, windy mountain passes, Shunping was full of praise for the performance and handling ability of the S-MAX.
“I enjoyed the test drive and was especially impressed by the handling and power of the S-MAX,” said Shunping.
Yuekun Hu liked the space and roominess offered by the S-MAX.
"S-MAX is roomy and versatile and a great option for many car buyers, especially families and small business owners," added Yueken.
Launched in China in 2007, the 2.3-litre Ford S-MAX (available as a five and seven-seat model) is built in Chongqing.
|On the road with the S-MAX convoy.
||Qingdao – the sailing center for the 2008 Olympic Games – was the perfect venue for the sailing leg of the S-MAX test drive programme. |
|A speed-packing competition was designed to showcase the roomy interiors offered by the S-MAX.