LEICESTER, England – Ford was prominent at the recent Leicester Belgrave Mela cultural festival, with members of the Ford Asian Association(FAA) employee resource Group supporting local dealers Sandicliffe Ford.
Leicester in the centre of England has a strong and vibrant Asian community and the annual Mela - a mix of live music, dance, fashion and food - is one of the highlights of the city's calendar. This year the festival celebrated its 25th anniversary and drew an estimated 40,000 people.
The Sandicliffe dealership ensured that Ford products were prominently displayed at the event and offered free temporary henna tattoos as a way of attracting attention to their display at a prime spot in Leicester's City Centre.
As visitors lined up for the henna tattoos, Nazir Jussab (IT application management manager at Dunton Technical Centre and co-chair of FAA) and Navjot Grewal (Ford Customer Service Division coordinator at Warley) worked alongside members from the Sandicliffe Ford team to interact with families and encourage them to view the Ford vehicles on display.
Nazir explained: “We spoke to the public where possible in their Asian language, explained the features of the cars and signed up potential customers for test drives. We were the only car manufacturer at the Mela. Customers were impressed with our display and our products, especially the S-MAX.”
Tyrone Sequeira, Marketing & Sales, Ford of Britain, is co-chair of FAA and played a key role in organising the resource group's involvement, together with Natalie Sweeney, the Ford car zone manager for Sandicliffe.
Ford Asian Association reaches out to the wider Asian community within Ford of Britain and works with Marketing & Sales to leverage these events through local Ford Dealers and promote the Ford brand within the Asian Community.
Nik Gokani, the Sandicliffe dealer sales manager, praised the FAA volunteers who took part in the event, “It was a pleasure to work with Nazir and Navjot from Ford Motor Company, who both represented us extremely well… One Ford!”