Ford Challenges The Auto Competition

By: Lauren Woods

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
Apexi cold air intake, 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.

About the author:
Given her background on cars as an auto insurance director,
Lauren Woods finds the world of cars to be constantly changing.