Slow start drives Ford to advance midnight sale

May 13, 2012 |

chennai

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Sluggish passenger car sales during April 2012 has forced car makers to come up with innovative marketing strategies. With no immediate festivals to whip up any buying frenzy among consumers, car major Ford India has decided to hold its annual ‘Midnight Sale’ on May 13.

Usually, Ford India organises the midnight sale in the month of December but the April slump in the auto sector seems to have impelled it to hold it sooner this year. Passenger car sales during April recorded the slowest growth in a decade at 3.4 per cent due to post-Budget price hikes and high interest rates.

Ford’s midnight sales in the past had been quite successful with some dealers managing to sell two to four times their normal average.

“Such sales have resulted in 10,000 queries on a single day across the country,” avers Mr S. Ravindranath, MD of MPL Ford adding that about 1,000 cars are sold during this one day sale across the country in contrast to the monthly sales of 8,000 units.

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