The strong quarterly performance was driven by significant year-over-year increases across the Ford lineup, with Focus sales up 79 percent (1,337 units), Mondeo up 31 percent (448 units), Escape up 129 percent (780 units) and i-MAX up 169 percent (614 units). Additionally, for the first time in its 22 years in Taiwan, the Ford Econovan lead the market by capturing a 52 percent share of its segment with quarterly sales that increased 137 percent (1,187 units) versus a year ago. 

"Ford Taiwan is leveraging ONE Ford to bring Ford's best global technologies and Ford products to the Taiwan consumer," said Jeffery Nemeth, FLH President, at a recent media luncheon.  "With the launch of the TDCi engine and Powershift transmission, we have made our cars the most fuel efficient in the market with superior performance and drivability."

An innovative product marketing campaign, called 'True Ford', helped Ford sales rocket to achieve the market's best percentage gain during the quarter. The campaign includes ads that feature real-life Ford customers delivering honest and engaging anecdotes on the benefits of Ford product ownership. The ads were an effective complement to the work being done in FLH's social media programme.

'True Ford' represents the second phase of an ongoing brand campaign that is designed to let Taiwan consumers see and experience the difference Ford has made in its products and dealerships. Activities include street test drives, in which GPS technology allows customers to track the location of roaming test cars in downtown Taipei on the web. Customers can then have a "walkup" test drive if they are nearby. 

During a four month period, over 5,100 consumers participated in the street and showroom test drive programme and over 390,000 visited the True Ford mini-site, with many posting their praise and comments. Both Ford and non-Ford owners, described their appreciation in learning how Ford is truly different.

With the September launch of the new Fiesta in Taiwan, FLH's brand campaign reached its climax. In the 30 days since launch, Fiesta sales have been so brisk that bookings have been taken through February 2010. 

APA MS&S Director Dan Morris (centre right), FLH President Jeffery Nemeth (centre left) and other
FLH Operating Committee members at the Ford Fiesta press launch on September 14.