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Subramanian checks out the car with his daughters.
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 Record Bookings Mark Ford India’s 3rd Midnight Sale

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CHENNAI, India — For the third consecutive year, Ford India has redefined ‘car shopping at leisure’ for Indian customers by  bringing back its hugely successful and unique ‘Midnight Sale’ event in all Ford showrooms across 129 cities nationwide on Wednesday.

The exciting retail extravaganza proved to be a record breaking success with the company booking over 50 percent more orders in a single day than the last Midnight Sale in May earlier this year

With Ford India’s 160 sales outlets across the country keeping their doors open from 8 am till midnight for customers to visit, test drive and choose their cars, this became the best day to buy a Ford, with an array of deals on offer.
Such was the buzz surrounding the Midnight Sale that dealers were receiving enquiries the night before and some customers even lined up outside dealerships before the shutters were up. From Jaipur to Chennai and Indore to Agartala, Ford dealerships in India sported colourful decorations with staff warmly greeting customers and ushering them in for a great car buying experience.
“Our first booking happened at 6:45 am, when an elderly gentleman landed up at the gate while the staff were still busy putting up the decorations,” said BK Suresh, general manager of Lathangi Ford in Bangalore. Nagaraju, the customer, left home at 5am to drive the 60km to reach the dealership early.
“I came to know of the Midnight Sale promotion from the newspaper and did not want to waste any time to book my car,” he said after booking a White Ford Classic, and winning a microwave oven.
The Midnight promotion was bigger than ever this time as customers across the country were assured free gifts totaling Rs. 3.5 crores (USD 646530) along with special offerings and schemes on Ford models. All customers who booked a Ford car got a chance to win gifts such as LED TVs, washing machines, home theatre systems, and microwave ovens.
“It indeed was an action packed activity, and delivered great customer engagement by the sales staff, and generally a very festive atmosphere in dealerships,” said Joginder Singh, president and managing director, Ford India, who paid a surprise visit to two Ford dealerships in Chennai during the evening. “This occasion is all about celebrating the Blue Oval,” he remarked.
The unique retail experience was driven by the “Moment of Truth” – customers booked a vehicle, chose a coupon, texted the unique code and received information on their gift instantly.
At MPL Ford’s Palikarnai dealership in Chennai, blinking lights made the showroom stand out. Customer Venkat Subramanian had come to shop for a Ford Figo with his two daughters, Amritha and Asitha, both of whom were very excited and liked the car’s bright colours.
“This car has amazing space for my family and the Bluetooth enabled connectivity is simply awesome. I am looking to buy one in Chill Metallic or Bright Yellow as the kids prefer these colours,” he said. 
At Harpreet Ford’s Moti Nagar outlet in New Delhi, the showroom sported a carnival-like atmosphere with hordes of customers walking in, taking test-drives and winning gifts every hour.
 “We saw one of the highest footfalls this time and were able to book 83 cars,” said Ravinder Katoch, general manager of the dealership. 
“This uniquely designed ‘Midnight Sale’ is a special day for our customers to make their car buying experience a more convenient and rewarding one. It was encouraging to see a lot of families coming in and enjoying the event,” said Vinay Piparsania, executive director, Marketing, Sales & Service.
Ford will continue the celebration throughout the month with its December Dhamaal campaign, during which customers can continue to receive offers on interest rates, discounts and insurance benefits.
The excitement also spilt over into the online community, with Ford India launching the fun-filled ‘Throw a pillow’ app on its social networks. Fans of Ford India can throw a pillow to alert their friends and family to the best day to buy a Ford.
At the Ford dealerships, customers could also engage in online conversations on Ford’s social forums (www.facebook.com/fordindia and www.twitter.com/fordindia) and share their One Ford experience.
“We thank all our dealers, customers, employees and fans who made this event a huge success. This is yet another instance of Going Further at Ford India to elevate the brand experience of our customers,” Piparsania concluded.
 
 
Early bird Nagaraju at the dealership.
A customer poses with a replica of her gift at Harpreet Ford.
   
The brightly lit MPL showroom during Midnight Sale.
Delighted customers at a dealership in Jaipur.
   

  

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12/7/2012 2:20 AM