Ford unveils "do or die" marketing strategy

Ford Embarks on New Marketing Strategy

By TOM KRISHER, Associated Press Writer Wed May 3, 3:03 AM ET

DEARBORN, Mich. - Ford Motor Co. is unveiling what the No. 2 U.S. automaker says is a do-or-die marketing strategy during one of America's most-watched television shows in an effort to show consumers it has been reinvented.


The strategy, called "Bold Moves," features a new song by Grammy-winning singer Kelly Clarkson and commercials showing active people who value family time, leisure and the outdoors. The first ad debuted during Tuesday night's episode of "American Idol," the ratings juggernaut that has attracted more than 28 million viewers to its most recent telecasts.

Ford won't say how much the heavily researched campaign will cost, but executives are candid about what's at stake — the future of one of America's most storied companies.

"Obviously, you don't make a commitment like this ... until you are 100 percent confident that you've got the right goods, that you're true to your brand and you're representing your customer," said Mary Lou Quesnell, director of branding for Ford, Lincoln and Mercury.

The strategy targets values, attitudes and emotion rather than age and other demographics, and it features conventional media as well as the Internet. It also links Ford's regional and local advertising to its national campaign with one theme.

The strategy was unveiled on a day when the company reported its April sales fell 7 percent as high gas prices sent buyers away from trucks and sport utility vehicles to more fuel-efficient models. In the past decade, Ford's U.S. market share has dropped from 26 percent to 18 percent, according to WardsAuto.com.

"Bold Moves," presented Tuesday to an auditorium full of employees and reporters at Ford's Dearborn headquarters, came after four months of work by Ford strategists to define its target market and build on its history of innovation, executives said.

After the meeting, dealer technical support employee Jon Sprunger of South Lyon said he was confident the campaign is a step in the right direction. He said the company has a pretty solid product mix, but it needs to be stronger.

"I think it's getting there. Obviously we're building on it all the time," he said.

The 60-second spots tout Ford's newer models, including the Fusion, Escape and Mustang, and they try to capture emotion between family members.

With the new Clarkson song "Go" in the background, the main spot shows a baby taking its first steps, a rodeo rider, a woman shaving her head and a young man getting off a bus with a suitcase in New York.

"It happens every day. Someone, somewhere makes a bold move. There's a car company for people like that. Ford," the tag line says.

But the campaign alone won't be enough if Ford can't earn back the trust of American buyers who equate domestic brands with low quality, outdated styling and an image that appears cheap.

"Even though their reliability is better, they're certainly not convincing people that it is," said Daniel Gorrell, a partner with Strategic Vision, a marketing research and consulting company in San Diego.

He questioned whether the company should have waited until it had more new products in showrooms before rolling out the strategy "so they can point to innovation and bold actions that they are doing."

Company officials also said Tuesday they will reduce prices on some models and add standard features on some 2007 models, including side-impact air bags on the Ford Fusion, Mercury Milan, Lincoln Zephyr and the new Ford Edge crossover SUV.

Most retarded campaign I can imagine. Bold Moves??? You have to make a Bold Move to buy one of their cars?? :lol:

I saw something last night about Bold Moves and Ford, and thought who the F thought of that retarded catch phrase. Now I read it is their all or nothign campaign?? Good luck with that one Ford :rolleyes:

Trying to think of one halfway interesting car from Ford other than the Mustang........still thinking......................still thinking.....................

Trying to think of one halfway interesting car from Ford other than the Mustang........still thinking......................still thinking.....................

To be honest, the most attractive car from Ford to me is the Fusion.

Trying to think of one halfway interesting car from Ford other than the Mustang........still thinking......................still thinking.....................


I had the same reaction.

The best I could come up with was I liek the Fusion's styling. And I think the F-150's are a good offering in their segment.

After that, there's nothing "bold" about Ford's product offerings.

Focus? Snooze. Five Hundred? Snooze. Freestyle? Snooze. Explorer? Snooze. Ranger? Snooze AND old.

I think if fold actualyl did get "bolder" it'd be great to push, but.... shouldn't they actually get bolder products before trying to claim this new face?

So the plan to save the company is Kelly Clarkson?

So the plan to save the company is Kelly Clarkson?
:lol:

As funny as it is, she is VERY popular so I could see the reasoning. Bold Moves on the other hand is something else entirely. The Mustang is the halfway decent thing they've got going. I'm gonna go against the grain and say the Fusion's styling is abysmal.

http://www.nytimes.com/2006/05/01/business/media/01ford.html?ex=1304136000&en=f7da100b67d8fb71&ei=5088&partner=rssnyt&emc=rss

:lol:

There's nothing in that lineup that isn't boring as hell except for maybe the Mustang, and even then that's starting to push it. It's going into it's 3rd model year with 0 changes and there's already close to 400k on the road with a 1/4 of that being puke green v6 auto cars. I'll give it one more year and then I'm gonna have to lump it in with the rest of those dogs.

Focus? Snooze.

Talk about taking a BOLD new product 6 years ago and completely running it into the ground....has anyone even noticed the redesign???

Talk about taking a BOLD new product 6 years ago and completely running it into the ground....has anyone even noticed the redesign???


A fine point.

Focus had troubles it's first year quality-wise, but, while I wasn't a fan of the look, it actually WAS bold.

Then they restyled it, and made it look like a warmed over Escort from the 90's....

It's getting rather long in tooth now , and the totally UN-bold restyle didn't help.

My wife's friend at work bought a new red Focus wagon and named it "Zippy" though... :think:

a woman shaving her head

4 months of research and this is who they are supposed to be selling cars to? :confused:



He questioned whether the company should have waited until it had more new products in showrooms before rolling out the strategy "so they can point to innovation and bold actions that they are doing."


Exactly. I sure hope there's something more substantial than this "do-or-die" ad campaign in the works. :death:

Sounds like a lot of smoke but no fire.

...kinda like Mustang GT performance over the years... (jmo)

Talk about taking a BOLD new product 6 years ago and completely running it into the ground....has anyone even noticed the redesign???
What's a Fusion? Is it like the Focus? :confused: Too bad they never made a production rally type focus. If they did, they would of stolen the srt4 market. Some people just never listen. :shrug: Too late now.

Ford Embarks on New Marketing Strategy

By TOM KRISHER, Associated Press Writer Wed May 3, 3:03 AM ET

DEARBORN, Mich. - Ford Motor Co. is unveiling what the No. 2 U.S. automaker says is a do-or-die marketing strategy during one of America's most-watched television shows in an effort to show consumers it has been reinvented.


The strategy, called "Bold Moves," features a new song by Grammy-winning singer Kelly Clarkson and commercials showing active people who value family time, leisure and the outdoors. The first ad debuted during Tuesday night's episode of "American Idol," the ratings juggernaut that has attracted more than 28 million viewers to its most recent telecasts.

Ford won't say how much the heavily researched campaign will cost, but executives are candid about what's at stake — the future of one of America's most storied companies.

"Obviously, you don't make a commitment like this ... until you are 100 percent confident that you've got the right goods, that you're true to your brand and you're representing your customer," said Mary Lou Quesnell, director of branding for Ford, Lincoln and Mercury.

The strategy targets values, attitudes and emotion rather than age and other demographics, and it features conventional media as well as the Internet. It also links Ford's regional and local advertising to its national campaign with one theme.

The strategy was unveiled on a day when the company reported its April sales fell 7 percent as high gas prices sent buyers away from trucks and sport utility vehicles to more fuel-efficient models. In the past decade, Ford's U.S. market share has dropped from 26 percent to 18 percent, according to WardsAuto.com.

"Bold Moves," presented Tuesday to an auditorium full of employees and reporters at Ford's Dearborn headquarters, came after four months of work by Ford strategists to define its target market and build on its history of innovation, executives said.

After the meeting, dealer technical support employee Jon Sprunger of South Lyon said he was confident the campaign is a step in the right direction. He said the company has a pretty solid product mix, but it needs to be stronger.

"I think it's getting there. Obviously we're building on it all the time," he said.

The 60-second spots tout Ford's newer models, including the Fusion, Escape and Mustang, and they try to capture emotion between family members.

With the new Clarkson song "Go" in the background, the main spot shows a baby taking its first steps, a rodeo rider, a woman shaving her head and a young man getting off a bus with a suitcase in New York.

"It happens every day. Someone, somewhere makes a bold move. There's a car company for people like that. Ford," the tag line says...



....um... they're basing their entire future on this?? :blah:

What about lineup?

Quick summary:

*Crown Victoria: Redesign downgraded to new interior and exterior touches. Otherwise the same car that was sold at the end of last decade... and longer.

*Five Hundred: So bland that if you discount rental fleet sales, it still didn't quite outsell the Taurus while both ran together.

*Fusion: Good start but again, nothing to generate excitement or enthusiasm in the line. Word is the planned SVT version was killed.

*Focus: Gone the route of Taurus, great car left to wither away. Ford even had an exceptional new version they did for Europe. But instead of at least restyling the US version, they did minor touchups, again killed the exceptionally great handling SVT version, killed the blown version SVT was working on, and now are wondering what happened. Please! :rolleyes:

*Freestar: Not only looks the same as the old freestyle, but got outflanked by not only Chrysler, but even GM. Now while GM's minivans are still in the game, positions reversed and the Windstar-Freestar is pretty much useless in the market.


Admittely, Ford has some of the best interior designs in the world. Ford's quality is way up. They are sweating the details. And of all the US car makers, Ford is the most foreign-like in feel & design.

But outside of Mustang, Fusion, Zephyr (they are selling extremely well at least out west), and the soon to be discontinued Ford GT, there isn't an exciting design in the showroom.

Prediction:

If Ford doesn't get exciting designs and models in showrooms by the 2009 model year, Ford is gone. With GM bringing out a slew of exciting designs (the new Impala, Malibu, and GTO are reportedly stunning) and Chrysler set to redo their entire line by then (including revised LX cars), Ford's going to need more than Mustangs, Fusions, and Zephyrs to keep up.

I just watched that new commercial on the YES Network. If they call that "BOLD," then WTF is bland. According to the article above it was supposed to showcase those models. Well it showed each one for 2 seconds. Sad to see that they are claiming this commercial "Do or Die." After seeing that, call the coroner and arrange the funeral as Ford will be gone. (Rant Over)

The woman will have to shave something other than her head to save Ford!

I have a theory and it goes something like this...

If you have to advertise the fact that a car is "Bold" or "Sporty" or "Not boring like every other car" then it isn't. Otherwise you would'nt have to say it. People would just know.

I have a theory and it goes something like this...

If you have to advertise the fact that a car is "Bold" or "Sporty" or "Not boring like every other car" then it isn't. Otherwise you would'nt have to say it. People would just know.

You pretty much nailed it.

....um... they're basing their entire future on this?? :blah:

What about lineup?

Quick summary:

*Crown Victoria: Redesign downgraded to new interior and exterior touches. Otherwise the same car that was sold at the end of last decade... and longer.

*Five Hundred: So bland that if you discount rental fleet sales, it still didn't quite outsell the Taurus while both ran together.

*Fusion: Good start but again, nothing to generate excitement or enthusiasm in the line. Word is the planned SVT version was killed.

*Focus: Gone the route of Taurus, great car left to wither away. Ford even had an exceptional new version they did for Europe. But instead of at least restyling the US version, they did minor touchups, again killed the exceptionally great handling SVT version, killed the blown version SVT was working on, and now are wondering what happened. Please! :rolleyes:

*Freestar: Not only looks the same as the old freestyle, but got outflanked by not only Chrysler, but even GM. Now while GM's minivans are still in the game, positions reversed and the Windstar-Freestar is pretty much useless in the market.


Admittely, Ford has some of the best interior designs in the world. Ford's quality is way up. They are sweating the details. And of all the US car makers, Ford is the most foreign-like in feel & design.

But outside of Mustang, Fusion, Zephyr (they are selling extremely well at least out west), and the soon to be discontinued Ford GT, there isn't an exciting design in the showroom.

Prediction:

If Ford doesn't get exciting designs and models in showrooms by the 2009 model year, Ford is gone. With GM bringing out a slew of exciting designs (the new Impala, Malibu, and GTO are reportedly stunning) and Chrysler set to redo their entire line by then (including revised LX cars), Ford's going to need more than Mustangs, Fusions, and Zephyrs to keep up.
It seems as though Ford is putting to much effort into basing everything off of Mazda and playing it safe rather than going back to its roots, and Ford has some great roots to go back to. Also they apparently had a sub-compact sub-brand planned but if that went up in smoke then what the heck are they spending their money on?