Ford unveils "do or die" marketing strategy
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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.
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.
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Joined: Dec 1999
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From: Annapolis Md. USA
Re: Ford unveils "do or die" marketing strategy
Most retarded campaign I can imagine. Bold Moves??? You have to make a Bold Move to buy one of their cars?? 
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
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
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Joined: Dec 2000
Posts: 2,574
From: Arlington, Texas
Re: Ford unveils "do or die" marketing strategy
Trying to think of one halfway interesting car from Ford other than the Mustang........still thinking......................still thinking.....................
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Joined: Jan 2006
Posts: 1,093
From: Southern NJ
Re: Ford unveils "do or die" marketing strategy
Originally Posted by CLEAN
Trying to think of one halfway interesting car from Ford other than the Mustang........still thinking......................still thinking.....................
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Joined: Dec 2000
Posts: 8,504
From: Ohio
Re: Ford unveils "do or die" marketing strategy
Originally Posted by CLEAN
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?
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Joined: Jul 2003
Posts: 3,769
From: cinci
Re: Ford unveils "do or die" marketing strategy
Originally Posted by HAZ-Matt
So the plan to save the company is Kelly Clarkson?
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.
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Posts: 1,960
From: San Diego, CA
Re: Ford unveils "do or die" marketing strategy
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Joined: Sep 1999
Posts: 393
From: Houston Tx
Re: Ford unveils "do or die" marketing strategy
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.
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Posts: 6,165
From: Sterling Heights, MI
Re: Ford unveils "do or die" marketing strategy
Originally Posted by Darth Xed
Focus? Snooze.
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Joined: Dec 2000
Posts: 8,504
From: Ohio
Re: Ford unveils "do or die" marketing strategy
Originally Posted by Z28Wilson
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...
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Joined: Jan 2002
Posts: 1,724
From: Hebron, KY
Re: Ford unveils "do or die" marketing strategy
Originally Posted by smackkk
a woman shaving her head
Originally Posted by smackkk
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."
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Joined: Feb 2002
Posts: 2,428
Re: Ford unveils "do or die" marketing strategy
Originally Posted by Z28Wilson
Talk about taking a BOLD new product 6 years ago and completely running it into the ground....has anyone even noticed the redesign???
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. 
Too late now.
Last edited by number77; May 3, 2006 at 01:56 PM.
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Joined: Mar 2001
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From: The Golden State
Re: Ford unveils "do or die" marketing strategy
Originally Posted by smackkk
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...
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...
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!
*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.