Dealerships can buy-in up to five levels of involvement, depending on how much they wish to invest. Simon Appleby, retail promotions manager at Ford, says dealerships receive a support and publicity package worth tens of thousands of pounds.
He adds: “It’s a fantastic way of getting customers involved in what is a fun event for the whole family. The first, at Hartwell Ford in Swindon, was a tremendous success, with hundreds of test drives taking place and four times as many orders as usual.”
The highest level includes a visit by the promotional stand, comprising the six-wheeled FAB1, a pink Ford Thunderbird and a rare pink StreetKa. At all levels, any customer who test drives a Ford during the campaign receives tickets to a Thunderbirds screening.