Ford Vietnam: How Ford Ranger Regained the Top Spot in Vietnam

Ford Vietnam, an automotive brand, increased market share in the truck segment in Vietnam by launching 7 different videos that showed key features of its Ranger truck.

Agency: Mindshare Vietnam, InMobi and Moblaze, Vietnam

Summary

In 2018, import duties on pick-up trucks were to be reduced from 30% to 0%, making buying a pick-up truck in 2018 cheaper than in 2017.

All players feared consumers would delay their purchase decision to the following year (2018) when the prices would drop.

To arrest a decline in 2017 all except one – Ford – slashed their prices and waged an aggressive price-war. Ford chose to steer clear and took a bold approach to stay focussed on 'features' without getting into a price war.

A well-crafted and intelligently-executed...

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