Ford is aiming to drive business growth during the second half of the year amidst the contracting automobile market.
Thailand’s automobile market fell by over 24 per cent during the first half of 2024 with just 308,027 vehicles sold, but the American automaker, despite suffering from a decrease in the pickup truck and PPV (pickup passenger vehicle) markets due to the overall market decline, was able to increase market share.
According to Ford, the Ranger and Everest ranked third in the pickup and PPV segments respectively with combined sales of 11,282 units. It led the 4×4 pickup market with a 29-per cent share and the 4×4 double cab segment with a convincing 37-per cent share. The launch of the special Everest Platinum model earlier this year also helped the PPV model achieve a record 27-per cent market share.
Ratthakarn Jutasen, managing director of Ford Thailand, said, “For the second half of the year, we remain committed to building on our product strengths and customer-centric approach – both in attracting new customers through exciting campaigns and looking after existing customers.”
He said Ford’s marketing plan emphasizes its lead in the 4×4 pickup truck segment through the “King of Tough” campaign.
“This initiative allows Ford Ranger Raptor customers and off-road enthusiasts to test the high-performance off-road truck on three specially designed tracks in Chonburi, Chiang Mai and Surat Thani. Participants will compete to qualify as winning representatives, with six winners earning a chance to join an epic trip to Laos and Vietnam in late September,” he added.
In terms of after-sales service, Ford also increased usage of its services in the first half of the year, including Online Service Booking, Mobile Service Vehicle, Pick-Up and Delivery and Express Service 60 Minutes Guaranteed programs.
“These enhancements demonstrate customers’ growing familiarity with and confidence in Ford services. Moving forward in the second half, Ford plans to further develop its customer service offerings to ensure even more convenient, reliable, and impressive experiences,” he said.
Ford will increase dealer outlets and mobile service units to support paint and bodyshop services with six additional dealerships from the current 40.
Communication with customers will be enhanced via LINE application, providing new functions such as updating vehicle service status. A new spare parts management system will help enhance accuracy and speed in parts distribution.
Ford vehicle maintenance cost at 120,000 kilometers or 6 years is also cost-effective and competitive when considering cost of baht per kilometer.
Meanwhile, in celebration of Ford’s 28th anniversary in Thailand, the company has launched the “Ford 28th Anniversary” campaign. Customers will have a chance to win cashback prizes when booking and purchasing a Ford vehicle between 1 August and 30 September 2024. They consisting of the following:
▪ 5 prizes of cashback worth Bt280,000
▪ 30 prizes of cashback worth Bt28,000
▪ A single customer will get 28 chances to win cashback prizes per 1 vehicle booking when booking a Ford vehicle on August 17 and August 18.
In addition, the Ford 28th Anniversary campaign also comes with a variety of special service offerings between August and September 2024 for Ford customers, including:
Special 28% discount – when purchasing genuine Ford accessories, including all models of roller shutters and/or Hamer sports bars, limited to 100 customers throughout the campaign period (genuine Ford accessories include warranty of up to 5 years or 150,000 kilometers, whichever comes first).
Engine oil and filter change for Bt280 (1,000 customers) per month, covering 913D SAE 5W30 synthetic engine oil, filter and seal ring set. Customers have to make an online booking for this offer.
Special discount of Bt2,800 baht when purchasing Ford Care Gold and Driveline warranty extension programs, limited to 500 customers. Discounts can be used to purchase any Ford extended service plan packages for vehicles that are still under factory warranty.
Ford will also continue to boost the Ranger image with a music marketing strategy, joining hands with famous country singer Monkan Kaenkoon for the second year in a row to release the latest song ‘Si Pah Kwam Kid Hod…Ma Kord Der’ (Sending My Thoughts to Hug You).
For more information visit the Ford website at www.ford.co.th and social media channels, including Facebook Ford, YouTube Ford Thailand, TikTok Ford Thailand, and Line @FordThailand.
