| The Ford Motor Co. shifts to a more rational | | | | competitive models. Fortunately, the test reported |
| approach by replacing its “Bold Moves” | | | | similarly favorable results. The Ford Fusion commercial |
| theme in favor of its new “Challenge the | | | | features the results of the LA tests with |
| Competition.” Ford claims that the recent theme | | | | consumers’ comments about handling. It was |
| is more powerful and resonant hence it is expecting a | | | | shown for the first time on the hit show, American |
| warmer reception from auto enthusiasts. The | | | | Idol. |
| automaker says, “We challenge you to find a | | | | To boost the campaign a little further, Ford added |
| better choice than Ford.” | | | | the Expedition SUV and the Ford F150 truck in the |
| Along with the new theme is a new approach - the | | | | challenge. The campaign uses evaluations from leading |
| automaker will be putting its customers into | | | | consumers and auto publications. This has resulted to |
| competitive vehicles to allow them to gauge the | | | | a nostalgic retrospective voyage through Ford’s |
| competitions cars against Ford vehicles. The simple | | | | 103-year history of auto manufacturing that paved |
| yet rational approach is anticipated to make a | | | | way for iconic and state-of-the-art vehicles. |
| difference to the advantage of Ford. The automaker | | | | A set-up commercial features a resonant voiceover |
| gives customers the opportunity to weigh the plus | | | | that says: “They didn’t buy the Model T just |
| factors of vehicles - whether they cover the Apexi | | | | because it was priced right. We had to prove |
| cold air intake, wheels, amenities, luxuries or more. | | | | ourselves then. And we’re still proving ourselves |
| The idea of the challenge started in Washington, DC | | | | today.” The commercial proceeds with other |
| last December when consumers drove competitive | | | | specific products and features. |
| vehicles – the Toyota Camry and the Honda | | | | “Ford products offer some of the best quality, |
| Accord - against Ford’s Fusion in a test | | | | the most advanced technology and sophisticated |
| conducted by the Car and Driver magazine so as to | | | | designs available today, and that’s the focus of |
| assure objectivity. The challenge yielded positive | | | | the Ford Challenge,” commented Cisco Codina, |
| results on the part of Ford. To make it linger, the | | | | the group vice president for the company’s |
| automaker created a new ad and marketing | | | | North American Marketing, Sales and Service team. |
| campaign in January. | | | | The commercials are produced in both English and |
| The new marketing campaign is called the Fusion | | | | Hispanic versions. For the Ford Expedition EL, a |
| Challenge. Though the said campaign is barely | | | | humorous physical fitness concept was employed to |
| two-months old, Ford executives called it “an | | | | evaluate Ford’s seat-ing package, flexibility, ease |
| overwhelming success.” Last month, Ford | | | | of use and comfort to other sport utility vehicles. |
| Fusion’s sales surged a double-digit increase | | | | The F150 truck ads feature Mike Rowe of the Dirty |
| compared with the 2006 report. This was triggered | | | | Jobs television show. |
| by an all-time high for conquest sales of 47 percent. | | | | In connection with the challenge campaign, Ford will |
| The Fusion Challenge resulted to another | | | | also incorporate new retail and lease offers. Other |
| head-to-head test, which was conducted last month | | | | elements of the campaign include dealer ads, print |
| by Road & Track magazine. In the said challenge, | | | | ads and the might of Internet connectivity. |
| Fusion was evaluated by 400 consumers against | | | | |