Ask the Best And Brightest: How Do You Sell A Ford?

Robert Farago
by Robert Farago

As I’ve been saying since 1846, the Ford “brand” is so amorphous that it wears a set of air quotes. In other words, Ford doesn’t stand for much of anything. It stands for everything (another way of saying nothing): innovation, excitement, great value and family product [sic]. And those are just the four selling points FoMoCo CEO Alan Mulally mentions in the Taurus YouTube video before the editor cuts him off. These days, brand-wise, Ford’s greatest selling point (singular) is that it isn’t GM or Chrysler. Compelling as that may be, it’s not all that compelling. And so The Detroit Free Press reports that Ford is building on its non-GMness by launching a 24-week ad campaign featuring “actual [as opposed to?] Ford customers talking about the features of the Ford vehicles that they like.” Yes, well, does anyone really buy a Ford over a Toyondaissan based on “surprise and delight” features like a capless fuel filler or a built-in refrigerator, neither of which is unique to Ford? I still think The Glass House Gang would be better advised to re-build their brand on the “Built Ford Tough” meme. You?


Robert Farago
Robert Farago

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  • Maxb49 Maxb49 on Oct 09, 2009

    As far as markeing goes, Ford would ae made a much more compelling case for the Taurus if the car had instead been named the Galaxie, offered standard RWD with the optional AWD, and put a V8 under the hood comparable to GM's LSx engines. A six passenger configuration wouldn't hurt either. These center consoles are getting bigger every year making the interiors of large automobiles feel claustrophobic. As much as I love the Ford Panther cars, everything else Ford makes is an 'almost' great car. The cars are 'almost' great but feel mushy, either due to mushy steering or a mushy engine. Come to think of it, I don't like Fords anymore. Who the hell thought it was okay to let the front end of an F-150 look like someone's loafer? You guys might be on to something after all.

  • Maxb49 Maxb49 on Oct 09, 2009

    *named the Galaxie

  • Adam Adam on Oct 09, 2009

    *Sigh* part II... @ jamie1: The main issue is that you claimed: EcoBoost delivers V8 performance with V6 fuel economy. It would be an accurate statement if you substituted 'V8' for 'V6'. And the EcoBoost is still stuck with the thermal management and mechanical issues inherent in any twin-turbo setup. Also, the idea that EPA numbers are 'scientific' is laughable. Manufacturers regularly game the EPA test cycle with specially configured vehicles. @ Geotpf: I've repeatedly calculated 25 mpg highway, 26 if I really baby it. You're more than welcome to ride along to test that claim. @ Maxb49: 3. Every car is overpriced. This, a thousand times, this.

  • Maxb49 Maxb49 on Oct 09, 2009

    Rochskier, you are absolutely right about the mechanical issues associated with twin turbo setups. Folks, Ford isn't building a twin turbo setup for fuel economy, or because the government is mandating V6s. Ford is building this piece of shit engine so that it will require a host of brand specific tools to repair, the car will have to go to the dealership, and the engine won't last forever so you have to buy another car. They could easily build a powerful, reasonably fuel efficient V8 but they won't do it because V8s last forever. Turbo V6s don't. And everyone has the tools to repair a V8 (or normal V6 or 4). They'll make all special tools for EcoBoost repair. Just watch.

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