Ford Thailand marks its 29th anniversary and is reaffirming its commitment to the Thai automotive industry by focusing on innovation, strategic investments and an elevated customer experience.
According to Ratthakarn Jutasen, managing director, Ford Thailand, the American automaker is maintaining its ‘Convenient, Reliable, and Impressive’ strategy for the Thai market with a large number of new campaigns.
He said Ford Thailand has partnered with CP ALL, Thailand’s leading retailer, to launch exclusive benefits for both current Ford owners and new customers nationwide. This collaboration is targeting at expanding Ford’s market presence and enhancing experiences that better address customer needs.
“Throughout the past 29 years, Ford has remained committed to the mission of delivering high-quality, capable vehicles and an exceptional ownership experience for Thai customers. With a cumulative investment of over Bt133 billion, we are one of the largest automotive investors in Thailand. To mark this milestone, Ford is launching the ‘Growing Together’ campaign, which is our way of thanking the customers who have placed their trust in us – and welcoming new ones to the Ford family,” Ratthakarn said.
Amid intense competition in Thailand’s automotive sector this year, the Ford Ranger and the Ford Everest have retained a strong third position in their respective pickup truck and PPV segments. With combined sales reaching 9,401 units in the first half of 2025, this reflects the strong confidence Thai consumers have in the Ford brand.
According to Ratthakarn, Ford refined its marketing strategy in 2025 to align with evolving consumer behaviors by offering a diverse product lineup tailored to a wide range of needs. This includes the high-performance Ford Ranger Raptor, as well as value-for-money models like the Ford Ranger XLS, priced below Bt1 million.
“The Ford Everest lineup caters to varying preferences, from the premium Ford Everest Platinum with a powerful V6 engine to the feature-rich yet affordable Ford Everest Trend,” he said. “To further engage customers, Ford introduced attractive promotions and unique experimental activities, such as the Raptor Track Experience, where customers can explore the capability and excitement of Ford vehicles on a real racetrack. These initiatives not only create lasting impressions but also foster pride in Ford ownership while building a strong, loyal community of Ford enthusiasts.”
Meanwhile, Ford has also announced a partnership with CP ALL, Thailand’s leading retailer, to provide exclusive benefits to customers under the ‘Ford 29 Years Growing Together’ campaign. This collaboration aims to expand customer reach nationwide while promoting brand awareness, and attracting new customer groups through diverse marketing channels. The promotion details are as follows:
For current Ford owners, special privileges include:
• Free medium-sized iced beverage at select 7-Eleven branch (10,000 redemptions available) through the Ford Rewards Club on LINE Ford Thailand Official Account (@FordThailand).
• Special discounts on genuine Ford accessories, including up to Bt9,929 off on roller shutter and Bt1,000 off genuine Ford grilles (limited quantities available).
• Special discount on extended warranty program when purchasing any package under the Ford Care Gold or Driveline (500 redemptions available).
• Bonus 929 points on the Ford Rewards Club for scheduled maintenance, repairs, or package purchases at Ford service centers with a minimum spend of Bt3,500 (10,000 redemptions available).
For new Ford customers, benefits include:
• Installment assistance program offering 29 installments at Bt2,000 each, totaling Bt58,000, for dealer stock vehicles of specific models and colors. This applies to customers reserving and receiving a Ford vehicle at Ford showrooms nationwide (100 redemptions available).
• FREE standard accessory package valued at up to Bt4,000 with the purchase of any Ford model, plus discounts on genuine Ford accessories at special prices.
• Chance to win All Member points totaling 129,000,000 points, including one grand prize of 29 million points and 100 prizes of 1 million points each, when reserving a Ford vehicle at Ford showrooms nationwide.
• Exclusive privileges for All Member customers: Receive a discount of up to Bt200,000 (29 redemptions available) when booking during the campaign period and taking delivery of the vehicle by September 30, 2025.
The 29th anniversary campaign runs from July 1 to August 31, 2025.
Ford Rewards Club
Ford is also hoping to elevate customer service experience through its ‘Convenient, Reliable, and Impressive’ strategy. Over the past three years, services such as online service bookings, mobile service vehicles, pickup and delivery service, and 60-minute express service, have received positive customer feedback, resulting in time-saving and convenience for customers.
Ford has also introduced the ‘Ford Rewards Club’ customer loyalty program via Ford Thailand’s LINE Official Account. Customers can earn points for every visit at Ford dealers nationwide, with 1 point awarded for every Bt10 spent on services. These points can be redeemed for benefits at over 60 leading brands, including stores and restaurants.
