concept

Chennai: In order to provide its customers a uniform consistency in after-sales service, the US-based Ford Motor Company has initiated the concept of ‘branded retail’ in Asia, particularly in India. The company is implementing this scheme at a time when it is going to roll out its luxury car, Mondeo, this month.

Since uniformity is one of the key attributes of a brand, Ford, satisfied with its Japanese experiment, has decided to extend its brand-building activity at the dealer service station level. Detailing the company’s branded retail strategy, Ford Asia-Pacific director (marketing and sales) John L Fitzpatrick says: "In Asia, and particularly in India, we have found customers wanting consistency in after-sales service. Hence this branded retail concept."
	Under the scheme, selected service stations of Ford India, Ford Motor Company’s Indian subsidiary, will sport identical 3D signage, layout, colour scheme and service-standard levels. Such service stations will also have other facilities like play area for children, cafeterias and customers’ lounges.
Ford India vice-president  (marketing, sales and service)  Randy Shockley
"This uniformity will be extended to showrooms, too," says Fitzpatrick. "The branded retail concept will be replicated in South America and other markets where the company has a considerable presence."

Says Ford India vice-president (marketing, sales and service) Randy Shockley: "The company grades the dealers on several attributes like proactiveness in customer contact, customer appointments and care, and spare-parts arrangements."

The first such service station belonging to MPL Ford was inaugurated in Chennai on 4 December. The new service station, spread over 25,000 sq ft, will have 22 service bays and has a capacity to service 100 cars per day. The other facilities offered by MPL Ford are: 24-hour helpline service, extended working hours (from 7 am to 9 pm), free pickup and drop facility and loan-a-car arrangement.

According to MPL Ford officials, Chennai has around 4,000 Ford Ikon cars. The new service station, coupled with their first one at Velachery, will take care of more than half of Ford Ikon’s population in Chennai.

And come 17 December, the one-car company Ford India will become a two-car company with the launch of Mondeo, the luxury car, says Shockley. The first consignment of Mondeo’s CKDs is expected to land at Chennai Port in a couple of days. Shockley says Ford India will close this calendar year selling 40,000 cars in India and exporting 25,000 cars. "As for the new export markets, we are now looking at Nepal."