Wrapping up the final wave of Ford dealer meetings in Las Vegas-- where the automaker has been launching its marketing campaign, "Ford. Drive One"--CEO Alan Mulally Thursday showed dealers the face of
the new Ford Taurus sedan. Dealers behind closed doors gave it a standing ovation, according to Jim Farley, Ford's group VP for marketing and communications. The Taurus has long been a favorite of
Mulally, but it is unclear when it will hit the market.
The multimillion-dollar ad campaign, which is to include a variety of print and multimedia messages, will seek to show consumers why
Ford cars and trucks are worthy of consideration in four key areas: quality, green, safe, smart.
Jeff Robberson, owner of a Ford, Lincoln and Mercury dealership in Bend, Ore., would say
only that the new Taurus is amazing. He adds that the confidence that dealers are feeling toward Ford right now is a big change from the frustration of recent years. His family has owned its store for
50 years.
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