Ford is interested in using a single tag to promote its vehicles.
Ford Motors Company has decided to market its product under the same tag. It is making efforts to develop a consistent identity for its group of utility, expecting to redo what its tag line “Built Ford Tough” carries out for its pickups.
The automaker intends to promote four vehicle — Expedition, Explorer, Edge and Escape — under the concept “Be unstoppable.” It is the first time that the Michigan-based enterprise has attempted to formulate a multivehicle policy for its utility vehicles since its “No Boundaries” program was launched in the initial part of the 21st Century.
Ford news today affirmed that the promotional policy has been introduced at a time, when the company’s utility automobile sales have reached their highest level since 2003, but face intense competition from Jeep, which superseded Ford this annum as the United States of America’s top selling brand. An official at Ford, Travis Calhoun, stated, “It doesn’t make sense to pour dollars into the market unless we can have a unifying statement for the family of SUVs.”
Ford breaking news exclaimed that up till now, “Be Unstoppable” program consists of advertisements launched for the newly redeveloped Edge and freshened Explorer. The Expedition full-size SUV and Escape compact crossover would be added by the end of year. Apart from the common tagline, the advertisements are all punctuated by Rachel Platten’s defiant hit “Fight Song.”
However, they demonstrate that the automobiles are crossing different environments that depend on the consumer category that is willing to purchase them – a big city for the Edge and more rocky terrain for the Explorer. They show families of different sizes utilizing the automobiles.
Ford News reported that the vehicle manufacturer has supplied 693,524 utility vehicles in 2014 and is pacing up for about 730,000 this annum, depending on results through August. Senior Analyst with Edmunds.com, Ivan Dury, believes that with so many more clients looking for the “aura of the SUV” again, promoting utility automobiles together is effective to help Ford enhance its consideration.
The company’s reformed marketing plan would not only help it to lure prospective buyers but also enhance the motivation levels of its workforce in the corporate world. It is probable that the new marketing program would threaten the interests of the automaker’s rivals.
Ford’s officials must train its marketing staff to implement the new strategy to increase its sales revenue and market share. The competing businesses are also looking for similar chances and might not refrain from availing any such opportunity.