First consumers to test drive new Ford Focus in Madrid
Consumers joining the Ford Focus Global Test Drive will experience the car at the National Institute for Aerospace Technology (INTA), near Madrid.
An aeronautical research facility, the INTA and its varied surfaces make an ideal location for dynamic driving events as participants take on the unique role of test drivers, before the new Focus reaches UK showrooms in March/April.
“Based on what we have learned with the Fiesta Movement and other social media launch efforts, we chose this unique location to give consumers and bloggers a very special experience,” said Jim Farley, group vice president of Global Marketing, Sales & Service.
“Our guests get a unique, once-in-a-lifetime experience behind the wheel of the all-new Focus, within a world-class proving ground facility.”
INTA offers more than 10 surface areas, allowing participants to enjoy a broad range of testing exercises and experiences.
At the three-day event, on 18-20 February 2011, consumers and bloggers will be able to experience the Ford Focus in a unique new manner. Each challenge and course will highlight the driving dynamics and technologies in the vehicle. And throughout the entire event, local charities will benefit.
To participate in the Focus Global Test Drive, friends and fans from around the world are invited to submit simple video applications explaining why they should be included in this unique behind-the-scenes event. The application process invites prospective test drivers to “start more than a car” by generating the market equivalent of $10,000 (U.S.) for a specific charity of their choice from the categories of hunger, education and environment/sustainability.
Details of the Focus Global Test Drive application are now available on the “Global Drive” tab at facebook.com/fordfocus. Participants for the Global Test Drive event will be selected based on a range of criteria including their individual creative content, social networking vibrancy and volume of votes they receive.
With the Focus Global Test Drive, there is something for everyone. Ford engineers will get rapid feedback from interested customer and prospects; drivers get a first look at the new car before it goes on sale; friends get to come along for the ride of a lifetime; and deserving charities will benefit in a big way.
All-new Ford Focus
The all-new Ford Focus is the result of a global product development program bringing together Ford’s best engineers and technologies from around the world. Focus will be nearly identical in all 122 world markets in which it will eventually be sold, with 80 per cent parts commonality. Focus will be manufactured in Ford plants in Europe, North America and Asia.
