Ford Lio Ho Motor Company (FLH), Ford's joint venture in Taiwan, sold 3,515 vehicles in July, marking a year-on-year increase of 34.5% from the same period last year. It the company's best monthly sales so far this year.
FLH initiated aggressive consumer-oriented marketing campaigns to take advantage of traditionally strong sales that precede the Ghost Month.
In Chinese folk culture it is believed that in the seventh lunar month -- that falls between August 10 and September 7 this year -- the gates of hell open and ghosts return to the world of the living. It is considered bad luck to shop or make major purchases during this time. Sales generally pick up before the advent of Ghost Month.
The three-month marketing campaign was designed to help customers lower their cost of vehicle insurance and invite consumers to test drive Ford vehicles. During the promotional period, new car buyers were eligible for a free insurance coverage upgrade.
FLH also tried to boost summertime sales with a dealership contest that ran from May through July. The programme encouraged sales advisors to finalise deals for all models by offering incentives and a lucky draw for cash prizes ranging from NT$1,200 (USD 38) to NT$13,000 (USD 409). An added incentive was given for Fiesta sales. By selling more Fiestas, sales advisors could boost their chances to win a big prize.
With this extra bit of motivation, FLH sold 195 Fiestas in July, making it the top seller in its segment of small imported cars. FLH achieved a 3% segment share with the Fiesta, a record high in 2010 (FLH recorded 0.8% segment share with Fiesta in Q1, and 2.4% in Q2).
"Thanks to the collective efforts from the company and dealers, Ford Lio Ho achieved an outstanding year to July performance by posting a 36.1% increase year over year, surpassing the industry average," said Albert Li, President of Ford Lio Ho.
"The July performance further demonstrates the team work and great effort," Li added. "We will continue to keep the momentum and deliver on our promise for a better result in 2010 than last year."