Ford Middle East & North Africa (MENA) unveiled Ford Drive, a brand-new strategic marketing move that underscores the re-positioning of the Ford brand in the GCC (Gulf Cooperation Council) region. Ford is aiming to turn its promotions and image round through its Drive campaign, which will embrace the contents of its publicity, sponsorships, vehicle range, dealerships, vehicle financing, spare parts, sales and after sales service.
“The very name of Ford meant something more than just a vehicle to several generations, as the Arabian Peninsula and its people prospered.” Said Dale Wendell, executive director and general manager, Worldwide Direct Market Operations (WDMO), Ford Motor Company, in Dubai. “It was an allegiance forged out of the fact that Ford was there for them in the early days of the Gulf… But as a brand, we have slipped off that pedestal. Now we want to regain that customer allegiance," he added.
Developed by Dubai-based Team Young & Rubicam, Ford Drive will feature GCC-specific visuals that focus on family values and put the consumer in the forefront. The campaign's overall tone exhumes the longing values and traditions from the past, while featuring the new vehicles with advanced technologies of the future.
“We are tailoring models to GCC conditions with local product testing to expose vehicles and adjust them for the peculiarities of local elements and conditions, thus creating more GCC-specific vehicles,” explained Jim Benintende (left) Managing Director, Ford Middle East and North Africa and.
The overall efforts, which will be rolled over the next few years, will encompass various strategic elements covering areas such as locally tested vehicles, customer oriented initiatives and corporate citizenship efforts, all of which are flagged off by the Ford Drive campaign.
Ford’s new focus begins with the next generation 2002 Ford Explorer, with its Sports Utility Vehicle safety features. With the reintroduction of the Explorer, the family of Ford SUVs will be the most versatile in the Middle East, as no other brand offers currently a line-up as diversified as that of Ford.
Ford soon will launch its QualityCare service brand in Saudi Arabia, with centers in Riyadh, Jeddah and Abha. Already launched in Kuwait and Bahrain, these facilities offer service and repairs using genuine Ford, Lincoln and Mercury spare parts at highly competitive prices.
In addition to upgrading all dealerships in the region, Ford plans to introduce in Saudi Arabia Al-Amthal, the first vehicle leasing company backed by a car manufacturer in the GCC, offering consumer incentives for purchasing and financing Ford, Lincoln and Mercury vehicles.
Ford also operates a corporate support program designed to preserve natural resources and cultural heritage in the region. After providing grants to eight initiatives in the GCC countries in 2000, this year the Ford Motor Company Conservation and Environmental Grants has rewarded 11 projects in the GCC/Levant countries while increasing the Ford Grants total to $90,000.
Another area of involvement is in soccer, the most popular sports game in the GCC. Ford currently is sponsoring the Saudi Arabian Federations Cup, a yearlong event that is passionately followed by football fans across the Kingdom and the GCC. — (menareport.com)
© 2001 Mena Report (www.menareport.com)
