Ford unveils ‘free fuel’ diesel car incentive

Ford Motor Company is to offer free fuel for a year to customers who buy a diesel car.

The offer is a cross-promotion with BP and loyalty scheme Nectar. Purchasers of a Ford diesel car will receive a fuel card that entitles them to free BP Ultimate diesel petrol for a year for the car they purchase. As part of the incentive package, Ford will also offer 12,000 Nectar points plus further points every time the car is filled up with petrol.

The offer is being promoted with a &£2.5m advertising campaign, created by advertising agency Ogilvy & Mather, which will break in the press this week. Radio ads will follow next month.

BP launched its premium Ultimate brand last month backed by a multi-million pound advertising campaign, also by Ogilvy & Mather (MW October 9). Ultimate, a rival to Shell’s Optimax, claims to be the first premium fuel brand to include diesel.

Ford signed up to Loyalty Management UK’s Nectar scheme in April this year. Ford dealers offer Nectar points on routine servicing, MOTs and repairs, as well as offering them as incentives to car sales.

Ford has sold more than 67,000 diesel-powered cars in the UK, and its Mondeo is the UK’s best-selling diesel car. The company predicts that 37 per cent of sales of its new C-MAX compact MPV car will be diesels.

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