What did they do differently? What were the key drivers? How did they get consumers re-energized about the brand? And most importantly, how did they invest their marketing dollars to have such a significant turnaround?
John Felice, General Manager – Ford Lincoln Mercury Marketing, shares how his team turned it around.
Kudos to Ford for remaining focused…performance + accountability = RESULTS –bottom line.
Ford has done surprisingly well, even through that massive slump and especially compared to it’s American competition. They didn’t want a bailout, they obviously lost money but at the same time they were doing something right and didn’t end up in the red like their competitors.
Ford is not the same company it was 5 years ago. They have restructured before anyone else and began an accelerated product and development process that we’re just NOW seeing pay off starting last year…changing times.
I think Ford was in a better position from the beginning. Other automotives spread themselves way too thin – too many brand and models and they are being switched up all the time. Ford has 3 main distinct brands with little overlap. It is hard to develop owner loyalty when car models are changed all the time.
They’re the only one who actually seem to be trying and they have the results to prove it.
I agree with Beth – Ford has new engines, new cars, new technology…all out of their own pockets since they didn’t take the bailout money.
Ford has always been the leader in styling,but now adds the quality to go with it. Like John said, the product speaks for itself, that’s why they are on top.
© 2010Brand Fast-Trackers
January 25, 2010
Clearly Ford’s multiple strategies are working…higher sales in every product category and for every brand is what propelled Ford to a 33 percent sales increase in December versus a year ago.