Just when you need it the most, hard work and planning can pay off in a big way. And of course it helps to have a decent product. That's why Ford is getting good news in Europe.
Ford's luxury brands Jaguar and Land Rover continue to have tough sledding. But in the family sedan part of the market the automaker's new Focus is making inroads.
The news is especially good in Germany, where the new Focus went on sale Nov. 13. In the first week after the launch, it's estimated that 400,000 potential German customers visited Ford showrooms. Of those, 12,000 took test drives and 5,500 actually bought new Focuses.
It wasn't just blind luck, according to Automotive News' sister publication Automobilwoche.
In addition to heavy advertising schedules that included TV and outdoor billboards, the automaker used a pre-launch direct mail campaign that reached more than 400,000 Ford owners and another that hit 6 million German households.