Ford India has introduced the 'Committed to Serve' campaign in the country. This campaign debuted with a print advertisement on New Year’s Day along with a digital film while it will also find place at television spots to cover key genres i.e., sports, entertainment, news, and movies. The 'Committed to Serve' initiative reaffirms the American brand's commitment of serving the existing customers with availability of service, spare parts and extended warranty support across its network in over 240 cities.
Ford's 'Committed to Serve' digital film is 60 seconds long and opens with the protagonist handing over the keys of her EcoSport to a Ford Service executive. The film then shows her looking at their sparingly used Ford Ikon and enquiring if the old Ikon can also be serviced, just to surprise her mother on her birthday. The Ford Service person agrees instantly valuing the brand’s association with the customer and then shows up in the evening, with both vehicles serviced & old Ikon, decorated with a ribbon. The special ‘birthday’ gestures leave both women emotional and proud of their association with the brand and its products. The television advertisement is 30 seconds in length
Ford has been rated as one of the most affordable automotive brands in Annual Vehicle Maintenance Study by India’s leading auto magazine Autocar. The survey finds the company's service and parts amongst the most reasonable. The Service Price Calculator by Ford allows the customers to know the service and parts cost even before walking into the dealership. The American automaker restructured its operations last year in India and thereby ceasing local production of vehicles at both of its factories in Chennai and Sanand. It will only launch CBU vehicles in the country such as the Mustang coupe and Mustang Mach-E. Ford has invested more than US$30 billion globally to develop all-new hybrid and fully electric vehicles which includes the Mustang Mach-E.