FORD GEAR

Ford India unveiled a Ford boutique named Ford Gear, at Lifestyle, Alwarpet. This boutique concept is the first of its kind by an auto company in the country. Aimed at extending 'Josh' to a larger audience, Ford Gear will retail Ford-branded items and accessories including caps, bandanas, jackets, umbrellas, miniature Ford car models, posters, mugs, T-shirts, pens, polo neck T-shirts, post cards, wallets, folios, car accessories and sun glasses.

Speaking at the press conference, Vinay Piparsania, General Manager - Sales, Ford India, said, "With Ford Gear we are connecting with consumers and inviting them to experience the Ford brand in the happy and relaxed environment of their own lifestyles. Consumers should be able to associate the brand with innovation and out-of-the-box thinking".

Apart from the merchandises, a contest will run at Ford Gear and winners will be given daily and weekly prizes. Murlidharan, Vice President - Marketing, Lifestyle International (Pvt) Ltd., said, "We are delighted to be associated with Ford in this unique marketing initiative. Our customers have a similar profile and share a common passion for living life to its fullest."

The Ford Gear outlet will also feature a touchscreen kiosk that will provide information on Ford products, services and dealerships, in addition to offering exciting video games for the customer to play. Asked whether they will not be diluting the 'Josh' concept, Vinay Piparsania, said, " Infact, we will be extending Josh, and bringing the product and the Company close to the customer. The idea being easy accessibility".

Test drive for the Ford Ikon can also be booked at Ford Gear. This programme will run at Lifestyle for one month, and might be extended to other branches of Lifestyle, if proven successful.

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