Most automobile companies, including Ford worldwide, draw the consumer to their factories or dealerships to experience the brand. With Ford Gear and other initiatives like `Josh Karting' and special previews of the action film MI2, Ford India is doing the opposite: connecting with the consumer in his environment when he is most receptive.

The shop-in-shop at Lifestyle will retail Ford branded items and accessories including caps, bandanas, jackets, umbrellas, miniature Ford car models, posters, mugs, T-shirts, wallets, folios, car accessories and sun glasses for a month. Most of the merchandise is sourced locally.

If this pilot project is successful in meeting customer expectations, the programme will be extended to outlets in other cities, said Mr Vinay Piparsania, general manager-sales of Ford India Limited. In fact, the concept could even be exported to other countries where Ford is present, he said.

The outlet will also feature a touch screen kiosk that will provide information on Ford products, services and dealerships, in addition to exciting video games. Adding to the josh, test drives can also be booked at Ford Gear. Through the month, a slogan contest will run at the boutique, including daily, weekly and monthly lucky draws.