Too Much Information Bill

Posted by: David Kiley on January 25, 2006

Ford-Volvo-Bill_Ford-1-klein.jpg

Ford, going through a rought time of it, is leaning a bit on its advertsing to maintain goodwill with customers. But does the company really know how to use advertising to its advantage?

The company has been running coporate ads for a few months now, touting its committment to “innovation.” I have already criticized the effort on our other blog, Brand New Day. But this campaign bears looking at anew.

In a new ad about to begin running, CEO Bill Ford reminds people that the company is going through a rough patch. The CEO says his company is “determined to retake the American roadway.” The ad echoes the restructuring plan that Bill Ford and his top execs presented Monday and acknowledges the company’s recent woes. Lost market share, losses in the North American market, etc.

Memo to Ford, again!: You need to get out of MoTown some times. Why on earth would you spend good money to tell the public that you are going through a rough patch. This is a message that might be relvant across the I94 corridor in lower Michigan, but not in New York, Washington, lA, etc. This reminds me a bit of when Ford changed its ad slogan to “If You Haven’t Driven A Ford Lately, Look Again.” These whiney efforts are a long way from Lexus’s “The Passionate Pursuit of Perfection” or BMW’s “The Ultimate Driving Machine.”

Consumers don’t want to hear about your troubles. That’s what they have the news media for. Just put your head down, tell us what you stand for, produce better looking vehicles that break less often, price em right and take your chances. Keep your therapy to yourself. It’s not worth spending ad dollars on.

Reader Comments

swingbada

January 26, 2006 12:42 AM

Agreed. Just saw the commercial and had to chuckle....Ford and the rest of Detroit...are the antithesis of innovation. They've finally woke up from complacency and denial.

Wes

January 26, 2006 3:46 PM

Ford should give up on innovation since their recent innovations have been shams.

Building a car based on a 40 year old design (2005 Mustang). It's selling great now but what happens in a year when the market is flooded with used Mustangs and the retro craze is over? Same thing happened in 1996 & 2002 with previous gen 'Stangs.

Coming out with an all new 2006 Explorer and 2007 Expedition. Great, we get a modern interpretaion of a vehicle that was popular and has all the feel of 1995.

The only market where Ford can seriously claim to have innovated is pickup trucks and that's only because there is no innovation and none expected. It's hard to build a vehicle more simple than one where half is a steel box that doesn't carry passengers (at least not in most states).

The Escape hybrid? Yes, that's a start that has been screwed up by putting Hybrid technology in a bland, tiny SUV. Make a distinct body for HYBRID cars. Hybrid buyers want EVERYONE to know it's a hybrid. If you missed the Hybrid or green leaf on an Escape you would think it was just another cheap econobox SUV.

The 500 and Fusion? Nice cars but complete knockoff designs that look errily like a 2000 VW Passat and Jetta, respectively. The real kicker is that it comes with VW style and Ford resale. Not a good buy.

What happened to the Ford that came out with the 1986 Taurus that was an award-winning automobile and best seller for almost 10 years? Where's the Ford that created the original Mustang and started the pony car crazy? What about the revolutionary 1991 Explorer that should be credited (or discredited) for bringing the SUV to the mass market and starting the 14 year SUV fad? Let's see the Edge. How about a new Fairlane? You can do it Ford. Either take a serious stab at innovation or continue on your path of building boring cars that the market equates with having no value.

(BTW, I am a current Ford owner. It almost makes me cry when I think of having bought a top of the line Ford product (which has been fine quality wise) new for over $30k 5 years ago that is worth less in the used market than a 1998 Accord or Camry)

Lorri Taylor

January 30, 2006 1:32 PM

reciently Ford had a class action lawsuit settled for a defective part in several vehicles one of which is a 1996 Lincoln Town Car (I own one).The intake manifold was defective and could crack under stress having to be replaced and could cause other engine damage.The settlement agreement said that if you could produce a repair bill for this part that was within the seven year warranty they would reimburse that cost.Because my vehicle was picked up three days after my deadline they refused reimbursement.Even tho it is quite apparent that the part would of had to give out days before the repair took place since this part had to be ordered.This to me is just another way the Ford Company is showing how they treat there consumers.I hope that you will see it in the cinsumers intrust to check in to this.Thank you Lorri Taylor never a Ford consumer again.

Terry Brown

February 1, 2006 1:24 AM

Ford should really seriously get down to work because if they don't Toyota is going to kick them out of the way sooner than later.

vimal

May 20, 2008 1:11 AM

To all those who hate ford and other american car companys. Do your research. Most of the "new inovovation" that are in all the other brands- such as headlights that swival on turns was created by ford 20 years ago. Also ford has been very productive in the green-. They were the first ones to get ethonal fuels in there cars and trucks. Also check on reliabilty, there you will see they do better then most if not all other brands. In regards to foregen cars, the owners of those brands take care of them,. Most ford prducts fall into people with bad owners. I understand that cars do break down, but to blame less then 1 10th of 1% of hundreds of millions of cars. Wow people just listen to yourself, blame yourself for some things- easy to blame the other guys but take some 'credit".

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