Is the Ford brand really that bad?
The automaker decides to drop its name and logo from its newest sales pitch.
Ford knows it. But Ford has been overhauling its lineup, adding new technologies and new designs. The quality is improved and the new models look good. If only people could get past that blue oval.
So Ford is experimenting with a new strategy. Why not take the name and logo out altogether? That's the basis for a new TV ad campaign that doesn't mention the company at all.
Check out this commercial. It almost seems to introduce a new car company, showing cars with some slick features, such as voice-activated technology and a spiffy car-parking system. The ad sends viewers to the GoFurther.com website, and it's only when you get to the site that you see the Ford logo.
The idea is to make people rethink their perceptions of Ford. You might have hated the brand in the past, but it's different now. It's almost a return to the company's "Have you driven a Ford lately?" slogan. (Check out this amusing commercial for a reminder.)
Ford has been doing very well financially. It earned $29.5 billion in the last three years after losing about the same amount from 2006 through 2008, Bloomberg reports.
The new ads came out of Ford's own test clinics, Bloomberg reports. People were more enthusiastic about new models until they found out Ford made them.
"As soon as people see a blue oval they jump to immediate conclusions as to preconceived ideas about what the company does, what it stands for," a Ford marketing executive told Bloomberg. "We still have a gap and an opportunity to change that perception on the coasts."
Ford doesn't sell well on the West and East Coasts. Drivers in those markets prefer a Toyota (TM) or Honda (HMC), Bloomberg reports.
Ford is still keeping the logo on its vehicles. But it's trying to overcome a hard industry reality. Once people have a bad experience with one brand, they sign off altogether. They aren't about to put tens of thousands of dollars into another car from that company. Ford suffered from negative quality perceptions for quite a while, and even though the quality has improved, it's going to take a lot of work to reverse that damage.
I have owned at least 25 vehicles of those (all Fords) 11 have bin pickups, the last three were super dutys . My father drivers fords as does my brother. I have the ford blue oval tatooed on my arm. I have never driven a better truck. My first was a 1972 F-100 to my current F-250 super duty. The emblem is the most recognized auto symbol ever. You can't get rid of it.
lots of liberal schmucks on those coasts
Ford's ad men should stop second guessing themselves and charge ahead
seems like good advice for America too
Wow, news to me. Ford means to me at present time is they are the only made in America car that you so called Americans didnt give a bailout to. So if you Troll's dont like Ford then get behind the Chevy and Dodge brands that we all should own stock in as we paid them to keep them in bussiness.
So dont stand behind a company that has mad it on thier own, stand behind more Obummer bailouts
Bought a Ford F-150 in 1994. Drove it off the lot. Eighteen years and 200,000+ miles later, that pickup still hauls my stuff and gets me where I want to go. It got a new transmission at 140,000 miles and has had engine seals replaced recently, but other than that, no problems at all.
I also have a 1994 Ford Ranger. Bought that one new for my son. He drove it, passed it on to his grandfather, then it came back to me. It runs extremely well and has held up better than any Chevy pickup I previously owned.
Say what you will about Ford, but their pickups are the best on the road!
I was always a Chevy man but when Ford made the decision to pass on the bail out money a few years back they became my brand.
Chevy and Chrysler jumped on tax payer funds while Ford passed, good for a company with character, they will have my support over the others.
The last two Fords owned by me were nothing short of perfect, periodic maintence and nothing else for over 200,000 miles each.
Copyright © 2014 Microsoft. All rights reserved.
Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.
The solid report comes a month after the retailer closed all of its Canadian operations.
VIDEO ON MSN MONEY
Top Stocks provides analysis about the most noteworthy stocks in the market each day, combining some of the best content from around the MSN Money site and the rest of the Web.
Contributors include professional investors and journalists affiliated with MSN Money.
Follow us on Twitter @topstocksmsn.