I received an invite from Ford last year to try their new fully electric car. Not just for a half hour drive around the block, but to keep it overnight and return it the next day. Now this sounds like something I could get behind, a free car for 24 hours!

I called the local retailer and then he told me the T&C’s attached to the offer. Weekday only and no more than 50 miles per day. Hmm. That changed things somewhat, but I was also confused. Why would they place these restrictions on what was actually a very good idea? I declined their offer as it just wouldn’t work for me, that mileage allowance was way too low and I’m too busy during the week to arrange the collection and return during showroom hours.

Vauxhall ran something similar in the 90’s, an extended test drive for 48 hours, any car you wanted. I called my local dealer and all she asked was which one would you like and when? I asked for the new Omega Elite for a Friday delivery to which was agreed. The car would be delivered by Eurocar and they’ll arrange collection.

Simple. No mileage limits, no day restrictions, just have the car and bring it back when finished. A couple of days later Eurocar called me to arrange delivery and asked if they could collect the car on Monday as they were busy on Saturday and closed on Sunday.

Hold on. Are you telling me that I had access to a free brand new car for a whole weekend? I called some family and friends all over the south of England and that weekend my wife, daughters and I drove everywhere together. Essex, Kent, Surrey, I think we even went to Sheffield’s Meadowhall because we could? Long weekend but so much fun, we all thoroughly enjoyed it. On the Monday morning I made use of the car one last time by taking my daughters to school and when I got back the collection team were there to take the car away.

At that point my wife and I were actually a little sad. We had so much fun in that car with so many positive and happy memories. A few days later I received a call from Vauxhall and they asked me to rate the car and experience. I told them it was a fantastic idea, that the car was amazing and shared our weekend antics. She told me how nice it was to hear such positive feedback as most people just go to work or shops and back.

She then asked me the killer question, would I buy one based on the experience I was given? Yes I replied without pausing, I wanted to replicate that fun again and again so I would have to buy one. She thanked me for my time, I thanked her for the opportunity.

A year later I received the same offer from Vauxhall, so I said yes only this time I asked for a Vectra GSI. I asked for a Friday again, they offered to collect on Monday again, I called the same friends and family and we went everywhere. Again. I got the same phone call and answered the same questions. Would I buy a Vauxhall based on my experience, yes of course.

Did I?
Yes. I ran three different Vectra GSi’s as they were great fun to own and drive. We also owned an Omega 3.0 Elite with a manual gearbox to which I fitted sat nav and TV’s into the headrests with a DVD player and playstation in the boot. I used it to demonstrate my business for five years before selling it to buy my first M5.

Moral of the story?
Ford had the opportunity to spark an interest in a customer, they missed it. People buy cars because they like them, and the best way to make someone like something is to give them a free experience.

Would I have bought the cars I did without such a positive experience for free?
Probably?
Will I be talking about the evening I commuted to work and back in a free Ford?
Definitely not.