Ford Launches Post-Purchase Test Drive
Last season, Dodge ran tongue-in-cheek ads where they "secretly replaced" someone's Odyssey or Sienna with a Dodge van. Now The New York Times tells us Ford's doing it for real with full knowledge of the owner. Ford's new "Swap My Ride" marketing campaign asks new car buyers to drive a Ford for a week instead whatever they just bought– without telling them it's for a commercial. Then, in the guise of "market research," they ask for "raw, unbiased opinions" to "get real objectivity and honest responses." It seems to be working. An alert Murano buyer observed the Edge "has two sunroofs." Will the the marketing mavens be Ford tough enough to make a bold move and air negative comments from consumers who've driven a Ford lately? Yeah right.