Ford Motor Co., a longtime sponsor of reality TV shows like "American Idol," wants to take the concept a step further and produce its own show. The idea is part of a new, multimillion-dollar
marketing plan dubbed "Bold Moves" designed to broaden the automaker's appeal among younger consumers. Under one scenario being considered, the reality show would let aspiring car designers compete
against each other to design a new Ford vehicle. Judges would review the designs, praise the most creative ones, criticize the least inspired ones and send the losers on their way. Ford would then
build a concept version of the winning designer's car and display it at an auto show. "Bold Moves" also includes plans for a documentary-style Internet program starring Mark Fields, who leads the
company's North and South American operations, and a new series of national television commercials for Ford vehicles featuring a previously unreleased Kelly Clarkson song. "Others have been telling
the Ford story, quite frankly," said John V. Felice, Ford's marketing general manager. "What we plan to do is begin to control our own destiny and tell our story in our own words."
advertisement
advertisement
Read the whole story at New York Times »
