Ford Thailand Celebrates 28^th Anniversary with Exciting Campaign

Bangkok, Thailand, 1 August 2024  Ford Thailand aims to drive more business growth in the latter half of the year, building on its product strengths along with its commitment to treat customers like family. The company is launching the biggest campaign of the year ‘Ford 28^th Anniversary’, offering customers chances to win cashback prizes starting from 28,000 baht to 280,000 baht as well as many attractive service offerings.

“The continued popularity of Ford vehicles amidst this year’s challenging market condition reflects the trust and confidence customers have for the Ford brand,” said Ratthakarn Jutasen, managing director, Ford Thailand. “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 in nurturing existing customers to ensure peace of mind.”

In the first half of 2024, the Ranger and the Everest ranked third in both the pickup and PPV segments, with combined sales of 11,282 units. Ford led the 4×4 pickup truck segment with a 29% market share and the 4×4 double cab segment with a 37% market share. The Everest achieved a record 27% market share in April, boosted by the launch of the Everest Platinum earlier this year.

Ford’s marketing plan emphasizes its dominance in the 4×4 pickup truck segment through the ‘King of Tough’ activation. 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.

Ford also continues to boost the ‘Ford Ranger’ brand with a music marketing strategy, joining hands with the 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’ (สิพาความคิดฮอด…มากอดเด้อ) or ‘Sending My Thoughts to Hug You’ to strengthen relationship between Ford and customers. Ford is confident that this new song will receive an overwhelming success, just like the song ‘Prom Su Wai Kub Ai Boh’ (พร้อมสู้ไหวกับอ้ายบ่) or ‘Fight Together’ last year.

Ford reported increased usage of its service innovations in the first half of the year, including Online Service Booking, Mobile Service Vehicle, Pick-Up and Delivery, and Express Service 60 Minutes Guaranteed, compared to the same period last year. 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. These include:

• Expanding dealer outlets and mobile service units to support paint and body shop services according to Ford standard – 6 additional dealerships from existing 40 dealerships last year.
• Enhancing communication channel via LINE application – providing various functions to make communication between Ford and customers faster and more efficient, such as updating vehicle service status.
• Upgrading new spare parts management system – enhancing accuracy and speed in distributing spare parts.
• Emphasizing the value of owning a Ford vehicle – Ford vehicle maintenance cost at 120,000 kilometers or 6 years is cost-effective and competitive when considering cost of baht per kilometer.

In celebration of Ford’s 28^th anniversary in Thailand, Ford has launched the ‘Ford 28^th Anniversary’ campaign. Customers will have a chance to win cashback prizes totals 2,240,000 baht when booking and purchasing a Ford vehicle between 1 August and 30 September 2024, consisting of:

• 5 prizes of cashback worth 280,000 baht
• 30 prizes of cashback worth 28,000 baht
• Booking 1 vehicle will get 1 right. Special! Get 28 rights to win cashback prizes per 1 vehicle booking when booking a Ford vehicle between 17-18 August 2024.

In addition, the Ford 28th Anniversary campaign also comes with a variety of special service offerings between August and September 2024 for Ford families, including:

1. Special 28% discount – when purchasing genuine Ford accessories, including all models of roller shutters and/or Hamer sports bars, limited to 100 rights throughout the campaign period (genuine Ford accessories include warranty of up to 5 years or 150,000 kilometers, whichever comes first)
2. Changing engine oil and filter for only 280 baht – 1,000 rights per month, covering 913D SAE 5W30 synthetic engine oil, filter, and seal ring set. Customers have to make an online booking for this offer.
3. Special discount of 2,800 baht – when purchasing Ford Care Gold and Driveline warranty extension programs, limited to 500 rights. Discounts can be used to purchase any Ford extended service plan packages for vehicles that are still under factory warranty.