The Ford Motor Co. shifts to a more rational approach by replacing its "Bold Moves" theme in favor of its new "Challenge the Competition." Ford claims that the recent theme is more powerful and resonant hence it is expecting a warmer reception from auto enthusiasts. The automaker says, "We challenge you to find a better choice than Ford."
Along with the new theme is a new approach - the automaker will be putting its customers into competitive vehicles to allow them to gauge the competitions cars against Ford vehicles. The simple yet rational approach is anticipated to make a difference to the advantage of Ford. The automaker gives customers the opportunity to weigh the plus factors of vehicles - whether they cover the , wheels, amenities, luxuries or more.
The idea of the challenge started in Washington, DC last December when consumers drove competitive vehicles - the Toyota Camry and the Honda Accord - against Ford's Fusion in a test conducted by the Car and Driver magazine so as to assure objectivity. The challenge yielded positive results on the part of Ford. To make it linger, the automaker created a new ad and marketing campaign in January.
The new marketing campaign is called the Fusion Challenge. Though the said campaign is barely two-months old, Ford executives called it "an overwhelming success." Last month, Ford Fusion's sales surged a double-digit increase compared with the 2006 report. This was triggered by an all-time high for conquest sales of 47 percent.
The Fusion Challenge resulted to another head-to-head test, which was conducted last month by Road & Track magazine. In the said challenge, Fusion was evaluated by 400 consumers against competitive models. Fortunately, the test reported similarly favorable results. The Ford Fusion commercial features the results of the LA tests with consumers' comments about handling. It was shown for the first time on the hit show, American Idol.
To boost the campaign a little further, Ford added the Expedition SUV and the Ford F150 truck in the challenge. The campaign uses evaluations from leading consumers and auto publications. This has resulted to a nostalgic retrospective voyage through Ford's 103-year history of auto manufacturing that paved way for iconic and state-of-the-art vehicles.
A set-up commercial features a resonant voiceover that says: "They didn't buy the Model T just because it was priced right. We had to prove ourselves then. And we're still proving ourselves today." The commercial proceeds with other specific products and features.
"Ford products offer some of the best quality, the most advanced technology and sophisticated designs available today, and that's the focus of the Ford Challenge," commented Cisco Codina, the group vice president for the company's North American Marketing, Sales and Service team.
The commercials are produced in both English and Hispanic versions. For the Ford Expedition EL, a humorous physical fitness concept was employed to evaluate Ford's seat-ing package, flexibility, ease of use and comfort to other sport utility vehicles. The F150 truck ads feature Mike Rowe of the Dirty Jobs television show.
In connection with the challenge campaign, Ford will also incorporate new retail and lease offers. Other elements of the campaign include dealer ads, print ads and the might of Internet connectivity.
