Magazine article Marketing

Ford Rethinks Ad Plans to Emphasise 'Quality'

Magazine article Marketing

Ford Rethinks Ad Plans to Emphasise 'Quality'

Article excerpt

Car marque flags up value pledge as it moves away from price-led approach.

Ford is preparing an integrated ad campaign that will flag up the value of its vehicles, rather than focusing on price-led promotions.

The US marque is concerned that aggressive pricing strategies being pursued by rivals in conjunction with the government's scrappage scheme, have undermined the value of cars in the mind of consumers.

To highlight the brand's quality and heritage, Ford of Britain is rolling out a campaign that will centre on its 'Ford Standard' quality promise. The ads, which use the endline 'More. As standard', aim to convince consumers that Ford offers cutting-edge motoring at an affordable price.

The push, which features a range of models, will use the ampersand symbol as a creative device to put the marque's dual proposition to the fore.

'We are trying to get people back to understanding Ford's roots, which are about making the exclusive more inclusive,' said Ford of Britain marketing director Mark Simpson. …

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