Jump to content

Mulally challenges Ford marketing, vehicle branding


Recommended Posts

  • Replies 82
  • Created
  • Last Reply

Top Posters In This Topic

Looks like you believe all Mulally does is state the obvious to get paid his $36 Million.

If that was all he does, then yes I'd agree with you.

 

Care to qualify your answer a little?

 

The problem was that before Mulally no one at Ford was stating the obvious. There wasn't any one with the balls to say "Hey the Emperor has no clothes". Apparently nobody said anything negative to Bill Ford. Hence the constant reorganization with no real direction. That is what lead to uninspired marketing and advertising and the stupid F and E naming scheme that pissed away brand equity in the Taurus and Escort, once among the best selling best known cars in the country.

 

Mulally has the smarts and the power to get things done. He doesn't have any ties to the old "Ford Way" and no interest in continuing it. Good job so far.

Edited by Mark B. Morrow
Link to comment
Share on other sites

Ford needs to advertise their improvements in quality. If anybody has a reservation about buying a ford, its because there afraid its going to break down on them. They can compare their cars and come up with catchy slogans all they want but it's not gonna do them any good.

 

For years all toyota advertised was JD Powers awards and testimonials from their customers. Ford needs to do the same, anything else is a waste.

Link to comment
Share on other sites

Ford's problems are lot more complicated than marketing slogans or even quality. I really doubt that the reason Ford's sales are in the pits is because people fear the cars will fall apart. Ford has all but gone out of its way to lose touch with its customers in the last 5 or 10 years. Even their best cars today are far from "bold." They're the cautious, small steps of a company that's afraid to stumble. They killed their relationship with their customer base by refusing to fund the slightest continual development of most of their cars. They let the last generation Taurus rot while the competition moved ahead every year. Stupid, because it was basically an excellent car, far better than the early Taurus. They let their most advanced car, the Lincoln LS, gather dust while Cadillac caught up from being years behind them. The Town Car, Crown Vic and Grand Marquis became painted old ladies. There was nothing wrong with the Contour that a second generation Mondeo couldn't have fixed. They excited a younger generation with the small Cougar then killed it after just two years. The Focus was highly regarded, until they sat back and let it gather dust for years. The poured all their money into a market that was bound to decline (truck based SUVs). Absolutely destroyed the Windstar and switched to front drive just when the market was moving in the opposite direction.

 

Ford's main problem wasn't marketing, product names, slogans, or even quality. It was simply product, product, product. They didn't support what they had and failed to make anything better. Their new generation is a pretty good start, though hardly bold, and certainly no better than just good enough. At this stage though, they need a few startling successes, "knock your socks off" vehicles that do far more than catch up with the competition's last generation. I'll take my $36 million now.

Edited by EMDEE
Link to comment
Share on other sites

They let the last generation Taurus rot while the competition moved ahead every year. Stupid, because it was basically an excellent car, far better than the early Taurus.

It was overpriced, Ugly (esp 96-00 years) and then dumped into Rental fleets

 

They let their most advanced car, the Lincoln LS, gather dust while Cadillac caught up from being years behind them.

 

The car never sold well and was expesive to build, sharing its underpinnings with a car that costed nearly 20K more then it did

 

There was nothing wrong with the Contour that a second generation Mondeo couldn't have fixed.

 

Ran into issues with its pricing vs Taurus and Escort of the time. Interior was way too small...there was quality issues with them also...then add in Fords thinking of SUV everything in the late 1990's..well you know what happened

 

They excited a younger generation with the small Cougar then killed it after just two years.

 

What the heck are you smoking? The Cougar was just the Ford Probe renamed

 

The Focus was highly regarded, until they sat back and let it gather dust for years.

 

So 13 recalls and craptactic quality till 2004 or so didn't have anything to do with its decline?

 

The poured all their money into a market that was bound to decline (truck based SUVs).

 

So they are supposed to go against the grain and not make products that don't sell?

 

Absolutely destroyed the Windstar and switched to front drive just when the market was moving in the opposite direction.

 

WTF are you talking about? the only RWD Minivan was the Aerostar and Safari minivans, which are more for busniesses then your soccer moms since they lacked the refinement of the Chrysler minivans at the time

 

At this stage though, they need a few startling successes, "knock your socks off" vehicles that do far more than catch up with the competition's last generation. I'll take my $36 million now.

 

While this would be nice, I'd rather seem them get it right overtime then worrying about a home run to pull them out of hot water like they've been doing for the past 20 years.

Link to comment
Share on other sites

The problem was that before Mulally no one at Ford was stating the obvious. There wasn't any one with the balls to say "Hey the Emperor has no clothes".

 

I'm sure there were those who tried and were fired or those who recognized that there was no point to raise issues so they either put up with it or left.

 

I like the fact that Mullaly is changing the stagnant culture at Ford. I also like the fact that he's being honest with the Media about it.

 

My favourite quote of his is "I can remember saying to my team, 'How do you pick these names? It seems to me you just put out another product every year, you kill the last year's one, you look in the dictionary and find another word that starts with E or F and you slap it on it." We've been asking that question for a couple of years now.

 

His being hired is the best thing Bill Ford has done for the company.

Edited by LincolnV
Link to comment
Share on other sites

Pretty simple marketing AND advertising concept:

 

"Ford Taurus. Safer than Avalon. Safer than Lucerne. Safer than any other vehicle in its class. What car is safe enough for your family? Have you driven a Ford lately?"

 

"Ford Mustang. The best-performing car in its class. Faster than every Toyota. Quicker than any Honda. Have you driven a Ford lately?"

 

"Ford Focus. The first car in America to offer Microsoft Synch. Honda doesn't have it. Neither do Toyota or Nissan. Have you driven a Ford lately?"

 

or this for Mustang....

 

"Ford Mustang. It is the class. Have you driven a Ford lately?" (this wouldnt work for too much longer though)

Link to comment
Share on other sites

I think everyone is missing the point here, Mr Mulally is looking for ideas the WORK, and are proven to have worked well (good track record) "Have you driven a Ford Lately" properly addresses the misconception of todays youth that Fords are crap, AND it addresses the customers that Ford lost when it neglected the car lines for years...it is time to get all those customers back into the showroom and prove, "At Ford Motor Company....Quality is JOB #1!" Those two slogans go hand in hand and should both be used.

Link to comment
Share on other sites

If "Bold Moves" is the most coherent message for the customer that Ford can come up with, they're screwed. What the hell does that even mean anyway? There's very little "boldness" to anything associated with Ford these days.

 

I don't especially like the Bold Moves slogan, but the new Edge, Escape, Focus, Mariner, Fusion, MKX and Z, Taurus, Sable are certainly edgier than vehicles they replaced or all new and make bolder statement. The Edge is certainly more aggressive looking than the Highlander, even the all new Highlander that looks like clone of all the new Toyotas. The three bar grill no matter what you think of it certainly is more distinctive than egg crate grill. I don't think Ford as of yet has all the engines to make that slogan work, but they seem to be coming according to reports. The new Verve certainly is a bolder design. The kinetic design that is coming here does give the vehicle a look that it's moving when standing still. Anytime you get bold in your designs you take chance of polarizing your audience. So be it.

Link to comment
Share on other sites

The problem was that before Mulally no one at Ford was stating the obvious. There wasn't any one with the balls to say "Hey the Emperor has no clothes". Apparently nobody said anything negative to Bill Ford. Hence the constant reorganization with no real direction. That is what lead to uninspired marketing and advertising and the stupid F and E naming scheme that pissed away brand equity in the Taurus and Escort, once among the best selling best known cars in the country.

 

Mulally has the smarts and the power to get things done. He doesn't have any ties to the old "Ford Way" and no interest in continuing it. Good job so far.

 

Automotive News just gave Mulally his one year report card grade and I believe objectively gave him an overall B. Not bad, since William Clay Ford Jr. pretty much scored an F in his time running Ford. Mulally's greatest achievement first year was securing multi billion dollar loan to get Ford through the tough times before the credit crunch hit. If Mulally had waited until now to secure that kind of money, he would have never got it in this credit environment. And you know the Bush Adm. ain't giving Ford anything.

Link to comment
Share on other sites

Well, you're not Ford's target customer either.

 

Different people associate the word 'bold' with different things.

 

I mean you could slip a GT motor into a stock-looking Focus, and have something a lot of people would consider 'bold', but to others, that would hardly be the first word that came to mind.

 

Ford wants their target customers to consider products like the Edge, Flex, Mustang, SD, etc. to be 'bold'.

 

Mostly that refers to design, not horsepower.

 

I'm not Ford's target customer?? Late 20's/Early 30's white guy with a solid middle class job and a college degree. That's probably the largest customer demographic in the country. If Ford isn't pursuing them, who exactly ARE they targeting??

Link to comment
Share on other sites

This is the first thing I've read on this page I need to comment on -- Ford marketing and its plan looks like our Iraq policy -- While marketing can't help the quality of inferior products. Ford 500 is an above average car, it was given one substandard commercial and name that no one identified with and out the door. I wonder why it did so poorly -- By the way I purchased a 500-- by word of mouth from my friends uncle, and I have sold at least three others to people who drove my wifes car. Most had never even heard of a 500

Link to comment
Share on other sites

This is what needs to be done in terms of names:

 

Back to basics:

 

Bring back the LTD designation along with various interior and exterior trim options for the Crown Vic. Especially a redesign on the exterior would help.

 

Same thing for the Mercury Grand Marquis. Bring back that look from the 1970's on both cars!

 

For god's sakes. Start making station wagons again! Along with 2 door coupes as an additional option on ALL MODELS. Not everyone wants a 4 door family car!

 

And another... Go back to using the Continental for Lincoln and resurrect the Mark series instead of this alphanumberic bullshit!

 

How about bring back old colors like Dark Cordovan Metallic, Dark Jade Metallic for example?

Link to comment
Share on other sites

This is what needs to be done in terms of names:

 

Back to basics:

 

Bring back the LTD designation along with various interior and exterior trim options for the Crown Vic. Especially a redesign on the exterior would help.

 

Same thing for the Mercury Grand Marquis. Bring back that look from the 1970's on both cars!

 

For god's sakes. Start making station wagons again! Along with 2 door coupes as an additional option on ALL MODELS. Not everyone wants a 4 door family car!

 

And another... Go back to using the Continental for Lincoln and resurrect the Mark series instead of this alphanumberic bullshit!

 

How about bring back old colors like Dark Cordovan Metallic, Dark Jade Metallic for example?

 

The Panthers are a lost cause. They are barely selling in any justifable quantities in retail and the dwindling fleet buyers couldn't care less how they look. And why the heck would you want to emulate the styling of ANYTHING designed in the 1970's?? :hysterical:

 

As for the wagons, if people actually bought the wagons that were still on sale Ford would probably make more. It's a dead market, so why chase it?

Link to comment
Share on other sites

The Panthers are a lost cause. They are barely selling in any justifable quantities in retail and the dwindling fleet buyers couldn't care less how they look. And why the heck would you want to emulate the styling of ANYTHING designed in the 1970's?? :hysterical:

 

As for the wagons, if people actually bought the wagons that were still on sale Ford would probably make more. It's a dead market, so why chase it?

 

 

I think your sarcasm meter is broken, but I did a WTF at first too ;)

Link to comment
Share on other sites

Old time car body based station wagons sit too low for today's buyers' tastes. A crossover has more useable cargo room, and no not for 4x8 sheets of plywood. People don't buy wood paneling for basements anymore like in the 70's.

 

Also, big 2 doors are as out as disco. Too many car fans think "everyone thinks like them" and wants old style vehicles. Where were the buyers for the Monte Carlo? No where.

Edited by 630land
Link to comment
Share on other sites

The Panthers are a lost cause. They are barely selling in any justifable quantities in retail and the dwindling fleet buyers couldn't care less how they look. And why the heck would you want to emulate the styling of ANYTHING designed in the 1970's?? :hysterical:

 

As for the wagons, if people actually bought the wagons that were still on sale Ford would probably make more. It's a dead market, so why chase it?

 

Because basically the styling of the 1970's sure looks better than the shit that Toyota, Honda, Nissan makes now! At least you can distinguish which car is coming down the road instead of one that looks the same! And that goes for the Korean shit too!

Link to comment
Share on other sites

Because basically the styling of the 1970's sure looks better than the shit that Toyota, Honda, Nissan makes now! At least you can distinguish which car is coming down the road instead of one that looks the same! And that goes for the Korean shit too!

 

Hmm...I don't seem to have much trouble telling models apart. Heck, I can even tell most of them at night just by the shape of the tail lights. Cars were as similar to each other decades ago as they are today, if not moreso. You're just showing your age. :P

Link to comment
Share on other sites

Hmm...I don't seem to have much trouble telling models apart. Heck, I can even tell most of them at night just by the shape of the tail lights. Cars were as similar to each other decades ago as they are today, if not moreso. You're just showing your age. :P

 

 

I can do the same thing, especially with Ford's. People are always amazed that I can tell them what car it is just from the taillights. And it is much easier to tell todays models apart. Toyotas, Hondas, and Nissans look almost nothing alike.

Link to comment
Share on other sites

I'm not Ford's target customer?? Late 20's/Early 30's white guy with a solid middle class job and a college degree. That's probably the largest customer demographic in the country. If Ford isn't pursuing them, who exactly ARE they targeting??

Marketing doesn't work that way anymore.

 

Ford is more interested in what you do for hobbies, who your favorite musicians are, and the importance you place on personal transportation.

 

I mean, frankly, looking at your 'sig' and previous comments about cars, I can guess that about the only car Ford will make for you anytime into the near future will be the Mustang. For everything else, you'll be wanting the Mazda version.

 

Go ahead, tell me the CX-7 doesn't appeal to you more than the Edge, that the new Mazda6 gets your blood pumping while the Fusion seems just kind of blah.

 

Heck, some days you may want the RX-8 instead of the Mustang.

 

Mazda, for lack of a better phrase, has their hooks in you.

 

Their cars are designed for people that view cars as a personal statement and a source of enjoyment ("zoom zoom")--people that only reluctantly sacrifice individuality and performance for practical necessity.

 

Their products are also geared to appeal to people that are more adventurous in their choice of music (dollars to donuts, you can name all the members of Metallica, and cannot name any members of 98 Degrees), without being an extremist.

 

Marketers will go into more detail than just choice of music, but I like using it as an example because it's a lot more accessible, than, say, approximating the percentage of a brand's customers that climb rocks (also done).

Edited by RichardJensen
Link to comment
Share on other sites

I would love to see Ford bring back "Quality is Job 1" now that they are as serious about quality as they were back then.

 

I think it would be neat to go retro and use the song they used during the "Have you driven a Ford lately" campaign with modern footage of the new vehicles in action. I always thought that was a catchy tune. That would be fun!!!

 

I also used to enjoy the bumper commercials that showed every Ford had 5MPH bumpers. Of course, that is not true now, is it. Still was neat to watch!!!

Edited by danglin
Link to comment
Share on other sites

Marketing doesn't work that way anymore.

 

Ford is more interested in what you do for hobbies, who your favorite musicians are, and the importance you place on personal transportation.

 

I mean, frankly, looking at your 'sig' and previous comments about cars, I can guess that about the only car Ford will make for you anytime into the near future will be the Mustang. For everything else, you'll be wanting the Mazda version.

 

...

 

I couldn't resist - do an overview like this about me next. Would you say I fit in Ford's marketing plan?

 

Mid-20s, college educated, white.

 

I listen to hippie 60s stuff, but am politically the opposite.

 

I watch NASCAR, but follow Formula 1 with more devotion. (And it's not for the technology like how some engineers enjoy it.)

 

I drink Miller, not Budweiser.

...but I'm not committed to Marlboro, Camel or B&H. (And I've decided with certainty Winstons are God-awful shit, just like Liggetts)

 

RJ, how do I fit?

Link to comment
Share on other sites

With what you've got. If you had the chance, you'd buy an AWD ST Fusion.

 

Other cars that might be attractive include the Nissan Murano and Maxima, classic (pre 'GM screw over') Saabs, the old BMW 2002s, and maayyyyybee the occasional Subaru--

 

caveats are 1) you have to like Nissan's styling, and 2) you have to be willing to endure the Subies bad gas mileage and the granolier-than-thou attitude cultivated by some of its owners.

 

You may see the point to luxury cars, but you wouldn't necessarily own one.

Link to comment
Share on other sites

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.


×
×
  • Create New...