Mi, the company chosen by Ford of Britain to launch its striking all-new Ford Focus ST performance model to its dealers, dispensed with the usual ‘ride and drive’ formula that‘s traditionally been expected at such events. Instead, December saw Mi taking over an aircraft hangar at the Bedford Autodrome where they created an impressive ‘ST themed’ TV studio where Focus ST occupied centre stage as star of its own show. This unique approach was specifically designed to create an unforgettable experience to a selected dealer audience. Hosted by the motoring journalist Jason Dawe and with a surprise guest appearance by Tiff Needell on the final day, the TV studio created by Mi was the hub of the launch event with a range of eye-catching displays and activities. The hangar not only housed the ‘sound stage’, but also an exhibition of vehicles from Ford’s sporting past plus the complete current Ford ST line-up and one of the UK’s 28 Ford GTs. If that wasn’t enough to keep guests interested, a 100ft long Scalectrix track – with all Ford cars of course – was on hand to let them pit their skills against one another.
Attendees were able to drive this latest performance Ford on the public highway against key competition and then take Focus ST onto Bedford Autodrome’s challenging circuits – an experience that left them in no doubt as to its dual attributes of on-road practicality and on-track performance.
“We wanted to defy expectations and deliver an experience that would celebrate Focus ST’s performance credentials. The TV studio theme was certainly different, attention-grabbing and a perfect format for delivering product knowledge training,” said Mi’s Director, Simon McDermott. “It also doubled as a base for the whole day’s activities with its café and exhibition area, so the set up was very practical too.”
“When you’re dealing with a performance car, you don’t just want to hear the statistics, you want to get behind the wheel. That’s why we set the launch training up to offer a blend of both on-road and track-driving experiences.”
Over recent years, automotive product knowledge and training specialist company, Mi, has displayed a high degree of innovation when delivering training and launch programmes to the automotive giant’s UK dealership network. Next stop for the Mi team is the continuation of Ford of Britain’s primary dealer product training experience – True Blue ‘Live’ 2006.
