Ford: "We Speak Car"

Robert Farago
by Robert Farago
ford we speak car

You’d think that Ford’s marketing department would have seen what the “Pontiac is Car” tagline has done to move the former excitement building brand’s moribund metal (i.e., nothing) and avoided generic genius like a pistonhead plague. But no, Ford is using its largest advertising platform—American Idol—to promote the 2010 Fusion under the banner “We Speak Car.” FoMoCo’s marketing comms maven explains [via The Detroit News] how the $60M to $80M ad campaign will shift expectations (taken). “We’re known as a truck and Mustang company,” said Matt Van Dyke. “This sets us up for our future car launches.” Speaking to Ad Age, Ford’s global group marketing manager for small- and medium-size cars insists that her employer’s “throw it up against the wall and see what sticks” approach is alive and well. Well, alive.

“The ads address mid-size car buyers’ rational reasons to buy—fuel economy, price and value,” asserts Chantel Leonard, “along with the emotional reasons, such as the car’s styling and how it’s fun to drive.” That’s a lot of car talk (taken). Oh, and Ford’s continuing with their promotion. Just in case, NASCAR fans wants a little less conversation, a little more action please (also taken).

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4 of 39 comments
  • BDB BDB on Mar 03, 2009

    As for the Flex, the problem is they ordered too many loaded Limited trim models and not enough base models. Also, they should have made the kick ass white roof standard.

  • Golden2husky Golden2husky on Mar 03, 2009
    I don’t watch American Idle... How true!

  • Landcrusher Landcrusher on Mar 03, 2009

    Marketing is mostly aimed at people who aren't capable of putting up a decent comment on this site. We should all try to remember that. Still, of it fits the brand and company, if it reinforces and captures the positive aspects of the brand, then a slogan can act affect sales, as well as quality and costs inside the organization. Do it well, or forget it.

  • MBella MBella on Mar 03, 2009

    I think Ford should level with people, and point out the complete 180 they are doing with their cars. Admit the mistakes of the past, and show the cars they are coming out with. Maybe do an add with an elderly person in a panther driving into a Ford dealer, and being confused by the cars he finds. Gets in a Taurus SHO, and drives off in a more spirited, younger fashion. They will have to wait a half year or more, so they don't end up like the Camaro or Volt. (Old news by the time they hit the streets because of their years of over hyping.)