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Ford South Africa Teams Up with Adventure Cycling Company
Ford South Africa has partnered significantly with Faces, an events company specialising in mountain biking, road cycling, and adventure-endurance activities. The primary objective is to connect the Ford brand with like-minded individuals passionate about adventurous pursuits in rugged terrain. as reported by BizCommunity.
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As part of the collaboration, Ford will provide Faces with a fleet of robust vehicles, offering ‘advendurance’ competitors, spectators, and families the opportunity to experience firsthand the capabilities of Ford’s products. The partnership will run from June to December, allowing Ford to establish a strong presence in previously untapped sectors and enabling the ‘advendurance’ community to explore and engage with Ford’s capable vehicles.
Doreen Mashinini, the general manager of marketing at Ford South Africa, expressed excitement about the partnership, emphasising that it allows Ford to reach a wider audience of adventure seekers.
Beyond just a business arrangement, the alliance with Faces serves as a brand awareness initiative for Ford, bringing the brand closer to the people and showcasing how owning a Ford enables a confident exploration of the outdoors. Select Faces events will even feature the Ford Experiential Roadshow in collaboration with a local Ford dealer, allowing participants and supporters to test-drive vehicles and experience their features, functionality, and extreme capabilities. This approach aims to connect the brand with potential customers who may not have considered owning a Ford.
In November, the partnership will be highlighted at Faces’ flagship event, the Virgin Active 947 Ride Joburg. Ford branding will be prominently displayed at the start, finish line, and throughout the event area, demonstrating Ford’s commitment to expanding its customer base within the cycling community and reinforcing its association with Faces.
Moreover, earlier this year, Ford South Africa announced its title sponsorship of the Cullinan to Tonteldoos presented by the King Price Ultra MTB race, a renowned one-day mountain biking event known for its toughness. This event perfectly aligns with Ford’s “Built Ford Tough” ethos, showcasing the durability and reliability of its vehicles.
Fritz Pienaar, the director of Faces, expressed delight in welcoming Ford South Africa as their vehicle partner, recognising Ford’s reputation for building tough and durable vehicles that align well with the values of Faces.
In conclusion, the partnership between Ford South Africa and Faces goes beyond just being an official vehicle collaboration. It is a strategic endeavour to reach more adventure-minded individuals authentically and in a trust-building manner. By showcasing Ford’s robust vehicles at various events, the collaboration aims to strengthen brand awareness, connect with potential customers, and foster a deeper association between the Ford brand and the adventurous community.
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