The crawling growth of Indian auto market has impacted the sales plans of auto companies which are now looking to revive their marketing strategies. One such company is Ford India who is going to adopt aggressive marketing technique to lure car buyers towards its 123 dealership outlets across the country.
The company has extended its Midnight Sale which was from December – May which means on this Sunday Ford dealerships will remain open till late night offering plenty of goodies like LED TVs, special interest rates, DVDs along with an assured gift on every purchase.
With auto market showing slowest growth rate in the last 10 months, the companies have to create some stir to bring customers to the showrooms. The factors affecting auto sales in the April month include high interest rates, rise in car prices because of the raised excise duty and soaring fuel prices. April month registered a growth of 3.4 per cent, the lowest since June 2011.
Nigel Wark – Executive Director (Marketing, Sales and Service) at Ford India said that the present period is a slow one for the auto market and they have planned to sprinkle some excitement to attract customers to their dealership outlets.
Midnight sales record had been encouraging in the past in which Ford dealers cleared stock of more than 15 days in mere 2 days. Wark said that their dealers have improved their sales from two to four times than their average ones in the last Midnight Sales and they are confident to repeat it this time also.