DRIVING: that's what it's ALL ABOUT! A blog and website for automotive driving enthusiasts, featuring my interests as I see them: news and opinion about manufacturers of interest, significant enthusiast cars, and driving them hard and well.
Ford has released a new series of F-150 ads in an attempt to bolster sales.
Even though everybody understands that Ford is overly dependent upon truck sales in it's current financial model (as GM was just reminded of themselves this past week), the truck sales effort has to be successful for now until the truck/car ratio finally changes someday (from a combination of market dynamics, gasoline costs, and Ford's product introduction plan for crossovers and new cars catching up). And of course, a replacement for current and severely aging F-150 is well over a year off thanks to Billy Ford's incompetence and meddling with both the product plan and the new engine plan. Ford truck sales numbers leadership is going down the drain because of a combination of these factors.
Sample Mike Rowe F-150 ad follows:
Ford Press Release follows:
FORD, MIKE ROWE TEAM UP TO SHOW F-150 LEADERSHIP
Mike Rowe, host of Discovery Channel’s “Dirty Jobs,” stars in two new Ford F-150 ads showcasing the truck’s continuing leadership in safety, strength and capability.
New ads also feature two Ford engineers who put the Ford F-150 to the test every day.
This under-the-skin look at F-150’s strengths reflects Ford’s “Truth About Trucks” efforts and “Built Ford Tough” product promise.
The ads continue Ford’s “Challenge” campaign, which showcases how Ford vehicles top the competition.
DEARBORN, Mich., May 1, 2007 – To illustrate the 2007 Ford F-150’s continued leadership in safety, strength and capability, Ford picks apart its half-ton competition in two new ads starring Mike Rowe, creator and star of Discovery Channel’s hit show, “Dirty Jobs.” In this second round of Ford F-150 ads since January 2007, Rowe is joined by two hard-working Ford truck engineers as they highlight the F-150’s superior features.
“The Ford F-150 is built consistently with better parts that give it more strength and capability to help customers get more work done,” says Barry Engle, general manager, Ford Division Marketing. “That’s how you build 30 years of truck leadership.”
In the first ad, Rowe and Paul Angove, a Ford truck suspension engineer, review leaf spring bolts used by Ford and four key truck competitors. Angove highlights how the Ford F-150’s bolts are the biggest and strongest. Since these bolts take on some of the heaviest suspension loads, they are key in making the 2007 Ford F-150 the strongest, most capable truck in its class.
In the second ad, Rowe and Bill McDonald, a supervisor in Ford’s crash barrier facility, watch an F-150 in a dramatic crash test. McDonald, a 29-year Ford veteran, shares with Rowe that the 2007 F-150 received the National Highway Transportation Safety Administration’s (NHTSA’s) highest safety rating (five stars) for driver and front passenger, a rating some top truck competitors have not earned.
The safety ad begins airing on national television on May 1, followed shortly afterwards by the leaf-spring bolt spot. The ads will be accompanied by similar print and online ads.
‘Truth About Trucks’
The ads were inspired by a “Truth About Trucks” campaign Ford launched in 2003 to enumerate the F-150’s lengthy list of under-the-skin advantages versus competitors. The campaign in broadcast, print and point-of-purchase advertisements has communicated to customers that F-Series trucks are stronger and more capable than competitors with the straightforward “Built Ford Tough” product promise. This consistent message enjoys decades of brand equity, nearly matching Ford’s truck leadership for an unprecedented 30 consecutive years.
The new ads starring Mike Rowe, as well as other print and online communications, will reinforce these under-the-skin advantages that continue to make the 2007 Ford F-150 the leader. Ford dealers also are capitalizing on the F-150’s leadership story by distributing it to sales consultants through videos that detail the truck’s numerous advantages.
“Ford Challenge” Drives Sales Results
Similarly, in January Ford kicked off its “Ford Challenge” effort, an advertising platform designed to clearly demonstrate how Ford products beat the competition in head-to-head comparisons. The campaign started with the “Fusion Challenge,” and then quickly extended to the F-150 and Expedition EL.
“We have the strongest Ford lineup ever,” says Engle. “The ‘Ford Challenge’ confidently communicates this great story with products such as the Ford F-150 that show how the best-selling products beat their competitors in areas that matter most.”
According to internal Ford data, the campaign has generated significant customer response in terms of product favorability, purchase consideration and, ultimately, sales.
The “Fusion Challenge” helped the Ford Fusion post a 22 percent in increase through April 2007. The ads were based on two consumer events held with subscribers of Car and Driver and Road & Track magazines, where the Fusion V-6 all-wheel drive ranked ahead of the Honda Accord and Toyota Camry V-6.
Ford Expedition sales have increased year-over-year eight months in a row One of the Expedition “Challenge” ads pokes fun at a rival’s third-row seat, which requires customers to remove it from the vehicle for maximum cargo space. Expedition owners simply press a button to electronically fold the third row flat.
Through April, the Ford F-Series continued its 30-year run as the industry’s sales leader. The first Ford F-150 ads starring Rowe highlighted the truck’s leading payload and towing capabilities. In one spot, Rowe walks away from two competitive trucks that are both hitched to one 11,000-pound trailer and says, “If you need to tow 11,000 pounds, you’ll need two trucks. Unless you’re Joe. Joe owns a Ford F-150.” The ad goes onto to describe how the truck’s unique fully boxed frame delivers the unmatched towing capacity in the half-ton pickup segment.
F-Series: The Industry’s Leader Since its debut in 1948, Ford has sold more than 32 million F-Series trucks around the world. Today, there are more F-Series pickups on the road with 250,000 miles than any other brand. It has also been the best-selling truck in America for 30 consecutive years and the best-selling vehicle for 25 years in a row.
The Ford F-150 half-ton pickup is the strongest half-ton truck with best-in-class payload and towing capacities. New for the 2007 model, Ford added to an unmatched lineup of more than 60 unique F-Series offerings with new F-150 FX2 Sport and Harley-Davidson SuperCrew models.
Mustang sales have nose-dived 21.2% since last year... has the magic worn off? Does a Mustang that compares to the previous gen as the 71-73 compared to the 69-70 lost it's appeal? Too big, too heavy!
Looks like Ford can't get a new Mustang to market quickly enoguh... the slight styling refresh is ~2009 and an all-new car is still over 5 years out.
Look thru the figures below - the overall car sales figures are extremely bad.
Ford Press Release from today:
FORD MOTOR COMPANY REPORTS APRIL U.S. SALES
Ford Motor Company’s U.S. sales in April were 228,623, down 13 percent from a year ago.
New crossovers help Ford increase its share in the industry’s fastest-growing category.
Sales of the Ford Edge crossover were 9,134, and Lincoln MKX sales were 2,901.
Land Rover sales rose 13 percent, as all-new LR2 debuts.
DEARBORN, Mich., May 1 - Ford Motor Company’s April U.S. sales totaled 228,623, down 13 percent compared with a year ago.
“With April behind us, we remain focused on getting the word out about the strength of our new products, and our marketing offensive is moving into high gear,” said Mark Fields, Ford's President of The Americas. “Customers are responding very positively to our new ‘Ford Challenge’ ads that pit Ford vehicles against the best of the competition, so we’re accelerating our plans.”
Today, Ford begins airing two new F-Series truck ads starring Mike Rowe, creator and star of the Discovery Channel’s hit show “Dirty Jobs.” The ads demonstrate the clear advantages of Ford Tough trucks in safety, strength and capability.
Ford’s internal data show that the Ford Challenge campaign has generated a strong response in product favorability, purchase consideration and sales. Following the start of the successful “Fusion Challenge” ads in January, the Ford Fusion posted double-digit sales increases throughout the first quarter.
Strong Crossover Growth Continues
Although April sales for most products were lower than a year ago, new crossover utilities helped Ford increase its share of the industry’s fastest growing category. Ford Edge sales were 9,134, and Lincoln MKX sales were 2,901. In addition, Land Rover introduced its first crossover utility, the LR2, and first month sales were 1,302. Total Ford Motor Company crossover sales were 28 percent higher than a year ago during April.
“The success of our newest products – Ford Fusion, Edge, Lincoln MKX, Ford Super Duty and Ford Expedition – gives us encouragement that we’re creating the products our customers really want, and we’re beginning to stabilize our retail market share,” Fields said.
“Three years ago, 70 percent of new Ford Motor Company vehicles sold in the U.S. were trucks and traditional SUVs. Today, the balance is nearly 50 percent cars and crossovers, and 50 percent trucks and SUVs,” Fields explained. “We will continue to introduce new crossovers and even more small cars in the U.S., as they represent the consumer growth segments going forward.”
It's an S2000!
