Bangkok--18 Aug--Ogilvy Public Relations Worldwide
Ford Thailand reveals comprehensive “Fast Forward” plan for accelerated growth that focuses every part of its business on the customer.
Plan includes strategic realignment of its people, products, marketing and dealer network to create a more streamlined and efficient operating structure.
Renewed commitment to deliver a new product to market every quarter.
Ford Thailand leads customer satisfaction in Thailand by recording the highest ever score in the latest JD Power Customer Satisfaction Index 2006.
Ford Thailand today announced its “Fast Forward” plan, engineered to accelerate Ford’s business performance in Thailand. Plans will see the company streamline its operations, creating a stronger, leaner organization with focus on putting the customer front and center. A move that will see Ford flex its muscles with increased agility enabling it to adapt quickly to the fast changing consumer dynamics of the Thai auto industry.
Mr. Tom Brewer, President of Ford Thailand, said, “Ford is both determined and prepared to make a difference in the Thailand automotive market. We’ve had a spate of successes in the last 10 years with our innovative product portfolio, sustained investments, robust sales and service network and increased customer satisfaction. In the current circumstances of rising oil prices and a softening economy — businesses needs to be more dynamic and able to adapt to changes. We see an urgent need to respond with speed and alacrity, aligning our business operations with the demands and preferences of the day. That’s exactly what our “Fast Forward” plan is meant to do — moving faster and further to strengthen Ford’s foothold in Thailand.”
“The “Fast Forward” plan started with an honest look at our current business model, we asked ourselves some tough questions as we reviewed our operational structure. What we share with you today with ‘Fast Forward’ is a plan that reinforces our current strengths and provides the necessary focus on where we need to build and strengthen our game-plan. The four strategic pillars that we’ve identified that will help us achieve this are committed and driven people, new and exciting products, innovative marketing offerings and a robust sales and service network.”
People with commitment and drive
“A great team will always deliver great results”, affirmed Tom Brewer. To drive rapid positive change, Ford Thailand is putting a much more streamlined and efficient operating structure in place. Bulky management layers are being streamlined with key operational areas within the company being given increased responsibility, working closely with the top management. By doing this, Ford will improve its agility to deliver a faster and more efficient decision making process.
“Ford realizes that this automotive market is governed by what Thai consumers need and no one knows it better than the Thais themselves. We know this and Ford of Thailand has hand picked some of its leading Thai employees and empowered them further to take on top-level rankings and responsibilities within our organization. We believe that their in-depth understanding of the market, consumer tastes and preferences and local culture will play a crucial role in strengthening Ford’s presence in the country as the brand that truly puts the Thai customer’s needs front and center,” said Mr. Brewer.
For the key positions in Ford Thailand’s marketing, sales, dealer development and customer service departments, the following senior executives have been put in charge:
Mr. Saroj Kietfuengfoo, Vice President — Sales
Mr. Adisak Wangphongsawasd, Vice President — Dealer development
Mr. Wichit Wongwatthanakan, Vice President - Customer Service
Mr. Steven Tan, Vice President - Marketing
Mr. Komkrit Nongsawat, Director — Retail Marketing
Mr. Narong Sritalayon, Director — Dealer Operations
Mr. Ken Habich, Director — Dealer development
Ford Thailand is also working at building a stronger corporate culture by inculcating four key value competencies in its employees. Abbreviated as BEST, the company is challenging its employees to raise the bar even higher by committing to being Bold, Entrepreneurial, Service Minded and Team Spirit Oriented — the four values that are key attributes in a Ford employee.
Innovative and exciting products
“Innovation will continue to be the compass that leads Ford Thailand into our second decade of operations in the country. We stand strong on our promise of launching a new innovative product every quarter, a commitment that Ford Thailand made in the year 2005. Our present lineup of products and the upcoming new Everest launch are proof-points to this promise,” said Mr. Brewer.
Since the final quarter of 2005, Ford has demonstrated its commitment towards innovation and new products by launching the technologically superior and environmental friendly Ford Focus 5 door and 4 door models. Being the first passenger vehicle in the market to be E20 capable coupled with high-end features and low cost of ownership, Ford Focus quickly became the best-selling European car in Thailand.
In the first quarter of 2005, the new Ford Ranger captured the pickup market with its Duratorq TDCi commonrail engine technology, boasting the best-in-class torque and high fuel efficiency. The 3.0L model produces a class-leading 380 nm at 1,800 rpm while the 2.5L produces an impressive 330Nm torque at a low 1,800 rpm, yet provides 22% better fuel economy than the Ranger's previous 2.5L WLT turbo engine. Accompanying the new Ranger launch was the Ford Territory, a dynamic crossover vehicle that offers driving pleasure of a sedan, versatility of a four-wheel drive and practicality of a people mover.
Innovative marketing campaigns
“Understanding the Thai customer - their needs, preferences and aspirations is crucial for any brand that wants to build long lasting loyalty and lifelong relationships. We know that all Ford consumers like to be “on the go”, like to enjoy freedom, live life to the full and are clearly “young at heart”. The Ford brand personifies the same values of fun and vitality which we have tried to capture in our positioning - Make Everyday Exciting/ Hai Tuk Wan Pen Wan Kong Khun. A big part of the Fast Forward is focused on making sure we live up-to this brand promise in all our interactions with the Thai customer,” said Mr. Steven Tan, Vice President - Marketing.
“As Thai consumers continue to get increasingly sophisticated so do their brand choices. Today it is not enough to focus the customer relationship on the dealership alone, we need to be reaching out and connecting to them in all aspects of their lives. Successful brands in the Thai auto market will be those that build customer relationships that last a lifetime and make no mistake, Ford will be one of those brands.”
“At Ford, we are now using what we call ‘experiential marketing’ as a primary tool for building connections with our consumers. These connections are in the form of experiences that are personally relevant, memorable, interactive and emotional. We are trying to make Ford a part of our consumers’ lives — a part which is essential and inseparable.”
One of the latest Ford marketing campaigns is the Academy Fantasia sponsorship. The association has been rewarding as the Fantasia competition like the Ford brand stands for working hard, challenging oneself and having fun. Ford Focus plays an essential part in the competition being the official vehicle for the competition, leading to a regular interaction between the brand and the contestants though in a fun and exciting manner.
Another recent and innovative Ford campaign, which has won many new customers, is the Ford Ranger finance offer. This offer allows customers to pay monthly installments to the tune of Bt4,999 and receive their first month installment absolutely free from the company. Based on strong consumer insight and launched in the wake of rising oil prices and high inflation, the scheme has done extremely well. Applications for the finance scheme have tripled a normal month and Ford extended the campaign for another 10 days given its popularity and success.
A robust sales and service network
Customer satisfaction has always been Ford’s key priority. To ensure a widespread and easy access of Ford products and services to all consumers, Ford is practicing the dual strategy of re-energizing its current sales and service network on one hand and of expanding and entering new territories on the other.
“Over the last decade, the Ford brand has grown to stand for product reliability and quality, and the main reason why we have managed to increase our customer base tremendously. 5 years ago, we set out to provide the best customer service possible in the industry. Achieving the No.1 position both in 2004 and 2006 J.D. Power Asia Pacific Thailand Customer Satisfaction Index (CSI) StudySM is the best proof that customers believe in us today and are loyal to the brand in terms of their repeat purchases as well as their servicing needs,” said Mr. Mr. Wichit Wongwatthanakan, Vice President - Customer Service.
Since 2004, Ford has been supporting its dealers to upgrade their showrooms and facilities to meet with the Brand@Retail concept that outlines the design element for ensuring a consistent customer experience, the Blue Oval Certified Program for recognizing dealerships that commit to the highest standards of customer satisfaction, and QualityCare processes for the best personal attentive service leading to a superior service experience.
“With the Fast Forward plan, we are confident and optimistic of building a business that helps us compete - and win - in this era of economic challenges and rising competition. We shall remain focused and committed to our long-term goals of building brands, developing strong products, accelerating innovation, reaching out in far-flung places and most importantly, creating a community of satisfied and happy Ford customers,” concluded Mr. Brewer.
www.ford.co.th
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