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Ford's New Campaign Will Focus On Winning Trust

The key element of Ford's new marketing campaign breaking in March or April aims to "restore the trust" of consumers in the automaker's products, according to Jim Farley, Ford's group vice president of marketing and communications. Ford has made great strides in improving vehicle quality, but it still fights a perception among consumers who remember bad experiences.

Farley says that dealers will be the key spokespersons for the campaign, which is nearing completion.

Without going into specifics, Farley says the company must restore trust on issues such as resale value, safety, quality, advanced technology and using new products. "Go to ... any of the third-party evaluators of corporate image and what they'll first say is that you've got to be honest with people," Farley says. "The second thing they'll say is tell them about the trust factors."

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