Winners emerge inFord Focus relay challengeFORD Motor Corporation has announced plans to boost sales, after 'sales supportacross the country in 2012.Also, the company said plans areunderway to realisebetween 2,000 and 3,000 sales units in Nigeria before the end of 2012.The move according to Ford's Sub-Saharan Africa Regional Sales and Marketing Manager, Export Operation and Global Growth Initiativaes, Ezio Tunis, forms part of the company's strategy to improve customer loyalty and satisfaction.Speaking withthe media in Lagos recently, Tunis explainedthatFord vehicles boast of same quality across the globe, adding thatit's the samecar 'you find inSingapore that is found in United Kingdom or America, Africa and every country in the world'.He explained that in Africa,thecompany boasts of 'massive sale in various markets', pointingout thatto keep up with the sales,there was need to have good after sales outlets for Nigeria.He said, 'We have key partners in the business and they are selected specially because we have worked with them for many years as we have a strategy to expand the after sale service to parts and services. We have a centre coming up in the next year to centralise all our strategy and services specifically for Africa'.'What we are looking at is to use our current partners to increase the current after sales facilities in the country. Ford has a strategy it adopts through out the world. We are currently in talks with our distributors to have after sales in major cities. We feel the need to have decent representation. So, there will be more after sales facilities in Nigeria in the next 12 month.'We have tested the car in every country and on all road types although there may be variations from diesel engine to petrol, but basically they all have the same technology.'Typically, the ford car has been made to face all road types from Europe to Asia, Africa to America. So, our core business is into making money through building of fantastic cars and we got a name for it -Ford Focus.'Under Ford Corporation, we have built a legacy that is over 100 years old and stands with no other in the world. Integrity is key. So, we would not just do a product launch if we cannot justify the product', Tunis said.He said the modern customer only goes to the dealership to confirm if he is making the right decision. 'Gone are the days when customers could be fooled into buying cars. Today's customers know what they are buying. Some customers even embarrass sale agents by the level of knowledge they possess.'So, we cannot afford to upset our customersor our dealers. If we are going to sell a car, we can't afford to give the money back through warranty and that is why we insist that the standards are right'.Speaking on his expectation from the Nigerian market, Tunis said the company conducted a research to determine whatthe customers really want in the product and what they expect from the brand.Tunis, who spoke on sundry issues,disclosedthat each potential customer 'told us that the products are phenomenal and that is everything they are looking for.'We found out that there are customers who want to know more about our products and what our dealers offer'.On after sales,he said customer satisfaction is everything, pointing out that 'when we release a product it has to go through a process and if it is ready for the market in terms of its rigidity design build, its not released till it's tested to give you peace of mind.'If we are to look at the prospects of growth of the product in Africa,we started with 1000 about ten years ago and have reach about 16,000 this year. So after sale service is of the utmost importance to us.'And this year, we are looking at achieving sales of between 2000 to 3000 units in Nigeria alone. We have a strong demand for Ford cars globally, and there are markets where we have over 20 to 22 per cent share'.Speakingduringthe grand finale of the Ford Focus Relay Challenge, Marketing Manager Sub- Saharan Africa (West), Dale Reid said 'We have key partners in the business and they are selected specially because we have worked with them for many years as we have a strategy to expand the after sale service to parts and services. We have a centre coming up in the next year to centralize all our strategy and services specifically for Africa.'He explained that the company's strategy is to open up as many plants as there is in various parts of the world.'However, the challenge is to find locations that make business sense globally. One that is strategic to production of cars that can serve regional markets in various parts of the world.'In fact, we have a plant in South Africa, which is a T6 pickup plant that supplies Asia, Africa and the middle part of the world, and that is our strategy.'He added, 'Nigeria is our top target in Africa and that is because the market in Nigeria is predicted to have auto sales of new cars in 2012 in the range of 40 to 60 thousand vehicles. We have seen that as an opportunity.'At the end of the exercise, Mr. Tunji Meshioye and Azuka Mpi emerged winners of this year's Ford Relay Challenge. They went home with a brand new Ford Focus each.Boasting ofa unique parking technology, Ford Focus is available in both sedans and hatchbacks.The contestwas made up of four teams, comprising a driver and co-driver with each team having an on-air personality who serves as team captain and are on hand to add flavour to the competition.For the Week One challenge, titled, 'Find Your Focus,' the contestants were made to find their car in a crowded parking lot exhibiting the keyless entry feature of the car, after which they embarked on an obstacle course at the National Stadium, Surulere. This was aimed at testing their driving skills as well as showcasing the pure pleasure of driving a Ford Focus. Afterwards, they competed on the active park assist function, which allows the car to park itself.The Week Two challenge was titled 'Charity Challenge'. To win points, the contestants were required to get pit crew members and the general public to drop off various items at any of the two Ford dealer designated drop points - BriscoeFord on the Mainland and Coscharis on the Island.The contestants were required to properly pack all donated items into their Ford Focus cars and take them to designated charity homes.The winning team was the team with the highest number of donated items. This challenge highlighted the cargo space feature of the Ford Focus.For the weekthree Challenge, which was held on Saturday, December 3, 2011,contestants took their friends on drives, shuttling between 'Get Arena and the Palms', Lekki in the new Ford Focus 2012. At the end of the exercise, winnerswere chosen.
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