As part of its 2017 consumer experience campaign, Ford New Zealand recently hosted customers, journalists and social media influencers at a Ford Performance Track Day.
Guests were instructed by professional drivers and were able to get behind the wheel of several performance vehicles, including the Mustang EcoBoost, Mustang GT, Focus RS and the quick and nimble Fiesta ST.
"Having VIP customers out for a special day at the track was about upping the Ford ownership experience," said Alex Brown, marketing manager, Ford New Zealand. "In a customer’s mind, Ford is compared to every sort of service experience they have - be it with a top airline like Air New Zealand, their favorite café or a five star hotel. We are not just competing with other automotive brands and so we need to think about the entire consumer experience end-to-end. Hosting a special day out at the track and providing personal instruction from professional drivers is going further for our customers and helping to put Ford at the top of that consumer experience list."
Guests were instructed by professional drivers and were able to get behind the wheel of several performance vehicles, including the Mustang EcoBoost, Mustang GT, Focus RS and the quick and nimble Fiesta ST.
"Having VIP customers out for a special day at the track was about upping the Ford ownership experience," said Alex Brown, marketing manager, Ford New Zealand. "In a customer’s mind, Ford is compared to every sort of service experience they have - be it with a top airline like Air New Zealand, their favorite café or a five star hotel. We are not just competing with other automotive brands and so we need to think about the entire consumer experience end-to-end. Hosting a special day out at the track and providing personal instruction from professional drivers is going further for our customers and helping to put Ford at the top of that consumer experience list."
