• by Karl Greenberg , March 31, 2009

Ford is launching an integrated ad push next week for its new Ford Advantage Plan, which gives people who lose their job after having bought or leased a Ford, Mercury or Lincoln vehicle up to $700 per month in payments for up to 12 months. It also includes 0% financing on certain vehicles.

Kim Cape, Ford, Lincoln Mercury marketing manager, says a print, digital, TV and CRM campaign includes a new spot that airs on Fox's "American Idol" on April 8. Print begins today with a full-page ad in USA Today. "We are also working with dealer associations to support the marketing campaign," she says. The effort -- under Ford's "Drive One" brand mantra -- "captures the car as the star," says Cape. "It is really touting the best-in-industry quality, fuel efficiency, and safety of Ford vehicles."

Hyundai Motor America has a relatively similar program called Assurance that lets consumers return their new or leased Hyundais within 12 months without a penalty if they lose their income or are disabled. The company recently expanded the program to include 90 days of payment relief to consumers looking for work. According to auto research and consumer Web site Edmunds.com, Hyundai's program helped build purchase intent.

"The Assurance plan worked for Hyundai, but I think it's only one of the pieces of the puzzle; they also have had the luxury of selling a value proposition they built over the years in the U.S. market," says Jesse Toprak, head of industry analysis at Edmunds.com. He says the firm predicts Hyundai's March sales to be down "only" by single digits, while the rest of the industry will see massive drops of 40% or higher. "The other thing is they will have made record incentive spending in March, so it's not just Assurance -- they have become very, very aggressive because they see this as an opportunity to grab market share.

"It will help Ford, because consumers on the fence due to uncertainty might consider Ford now," he says. Toprak also says Hyundai's program has worked out well for the company because it creates buzz, but doesn't cost much and is being handled by a third-party company. "They buy the insurance and are done with it."