Africa – Two Ford Export and Growth partners are taking creative approaches to promoting the all-new Ford Ranger.
Global Fleet Sales and Kjaer & Kjaer have taken different paths, but with the shared goal of getting the word out about the Ranger’s attributes and ability to reach its destination no matter how rugged the terrain.
GFS and Kjaer & Kjaer supply vehicles to the aid and development sector and are focused on getting potential customers behind the wheel of a Ranger, knowing organizations are more likely to buy a vehicle once they’ve had an opportunity to experience it.
Organizations involved in humanitarian aid, relief efforts and development projects use pickups and other vehicles for a multitude of purposes, such as personnel carriers, ambulances, fire trucks and emergency response vehicles.
To encourage aid and development organizations to consider the Ranger, GFS is providing World Vision with a fleet of 10 Rangers to test the pickup’s ability to meet the daily requirements of humanitarian and emergency efforts in Zambia’s rough terrain. World Vision focuses on community development, disaster relief and advocacy efforts. The organization says the year-long trial will help it evaluate the truck’s performance and functionality as well as allow it to fine-tune fleet specifications for eventual long-term deployment.
Kjaer & Kjaer rolled the all-new Ranger into its 50-year anniversary celebration, organizing a number of launch events, including a Ranger on Tour promotion in several countries in Sub-Saharan Africa and orchestrating a Facebook competition culminating in the donation of a Ranger to ADRA Madagascar, which works to relieve suffering and provides food and safe water to those in need.
The Facebook campaign served the dual purpose of acquainting NGOs with the Ranger’s capabilities and drawing attention to the dozens of projects and groups competing. More than 10,000 votes were cast, with the ultimate winner selected by a panel of experts, including Landon Tucker, export fleet sales manager, Ford Export and Growth. “There were many deserving projects, and we commend Kjaer and Kjaer for coming up with a unique means of promoting Ranger while helping a worthwhile organization.”
ADRA Madagascar’s winning project, in the town of Ampanihy, consists of health and nutrition training and supplying training and seeds to households headed by women. The organization announced the prize on the front page of its newsletter, saying “we are very happy and humbled to be chosen from so many projects.”
Response from other humanitarian organizations has also been positive, as the competition drew attention to their projects.