Daily Podcast: Something For Everyone
Unlike the Subaru Outback, which doesn’t do anything for Legacy wagon fans, today’s TTAC podcast really does have something for everyone. And coincidentally, the ability to be all things to all people also happens to be the major challenge for mass market brands. Which is why Messrs. Farago and Niedermeyer agree that Ford should embrace its “built Ford tough” tagline, and use it to build the Ford brand across every segment. The line is well-established, it is associated with one of Ford’s most successful products, and, most importantly, it conveys a powerful but versatile brand image. In the past, we’ve wondered aloud about what exactly a Ford is supposed to be. Built Ford Tough could apply to a cheap Fiesta as much as it could to an upmarket Taurus. It’s an all-encompassing value that anyone, if not everyone, can relate to.
More by Edward Niedermeyer
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That tagline would work in North America but not Europe. Why don't Ford 'big up' the new Fiesta some more? I mean the eco-diesel version currently gives better mpg than any poxy hybrid out there - and it drives better too! And yet all Ford have to say in their pre-introduction hype on the TV is "Fiesta - It's exciting!" Like wow.
Good luck to Ford on their new "hey, let's price cars much higher since we're near an economic depression" campaign. The Taurus should be a real humdinger unless Ford piles on the incentive cash - at $35,000 for a loaded 6 cylinder, with an interior that's smaller than an Accord or Mazda6, and with middling fuel economy to boot... ...I've heard you can actually option a non-SHO 2010 Taurus up to the $38k+. It's just...insane. Hey everyone - Drive one: http://www.youtube.com/watch?v=ja65oINs1gs
I was going to write something pithy, and then I started thinking of something else, I guess. Used the "random website" function and this came up: http://www.hji.co.uk/Home/ Sheesh, life could be worse. Built tough? Hmmm. Why not? As long as they live up to it. Though in the future we'll be looking for smarter cars. Built tough points to a time when we saw ourselves fording streams (couldn't resist) on our way to the fall hunt. (Just a couple more weeks now, am getting jittery.) Built FORD Tough. Had a friend with a new Explorer that used to break down in mid-forest. Have to avoid that, of course. Otherwise, sure, go for it. (Pssst to Lutz and others - it's not the advertising, it's the product. Fix the product.)
Not wanting to sound like some marketing fool, the "BUILT FORD TOUGH" has a few problems : The word "built" is a poor choice. People like to think of their cars as "created" or "designed" but not BUILT which sounds too industrial. The word "tough" works if you are selling trucks or vans but it is way too agricultural for urban consumers. People associate TOUGH with terms like : Basic, heavy, low tech, unrefined, cheap, butch... I can't believe anyone would seriously consider this slogan for an entire car brand!! I thought TTAC was more astute than that.