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Once considered to be the cutting edge of the car industry, American automotive giants, Ford, suffered in recent years and became a slightly marginalised and tired brand. With new car makes superseding their popularity, they put their marketing department to the test and came up with a brand strategy that has breathed life back into Ford.
Focusing on a fresh and modern branding on their new generation of cars, Ford’s marketing efforts have succeeded in challenging people’s preconceptions about their company, with their ‘Unlearn’ campaign. Essentially encouraging viewers to look at everything in a different way and unlearn that which we have taken as a given, this was a strategic way to ask viewers to consider Ford cars in a different light.
This strategy is clever because it has had the dual benefits of creating interest for the new range coming, whilst also increasing the desire for the older models. Motorpoint have seen a rise in interest in older Ford makes since the beginning of the year, when Ford launched their campaign, supporting the success of the marketing campaign.
What’s in store for 2017?
Ford have announced the launch of their eagerly anticipated Ford GT at the beginning of 2017. A rare and exclusive super car, the GT is set to demonstrate the company’s innovation and attention to performance detail. Highly sought after, the popularity of this vehicle has contributed to an increase in interest in older Ford makes, which has served to increase popularity and exclusivity of the Ford range.
Ford Focus RS
With their impressive performance stats and revamped revs, the RS is entering its third generation, which is something special, since its inception back in the early 2000s. Despite being a traditional Ford, the marketing focus has created interest and anticipation in the new range.
How did they do it?
Ford have employed several popular techniques in their marketing mix, which deviate from traditional advertising. They are avidly social, and have excellent and flexible social channels, which target the different audiences perfectly. Creating funny Vines as well as traditional adverts appeals to a wider audience. Ford have embraced Tumblr, creating content that aptly matches its users and put unique content on their Instagram channel. All of this serves to demonstrate their innovative and adaptive approach to both marketing and car manufacture and is part of what helped Ford breathe life back into its branding.