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Local Ads Feature Dealers' Stories; Ford's Business Acumen

Ford is not only making hay out of its ability to stay out of bankruptcy court last year, it's also helping its local dealers reap the benefits by coaching them on how to spread the message, Jamie LaReau reports.

"We obviously realized our dealers are the face of Ford Motor Company," says John Felice, general marketing manager of Ford division. "If you can organize them to tell Ford's story, it can be very empowering."

TV and radio spots typically feature the dealers' personal histories; talk about their pride in selling the company's brands, and praise the company's business acumen. "People coming into my showroom said they heard our story on the radio, and they were here because Ford didn't take any bailout money," says Dennis Snyder, chairman of the Ford National Dealer Council and president of Rich Ford in Albuquerque, N.M.

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1 comment about "Local Ads Feature Dealers' Stories; Ford's Business Acumen ".
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  1. Mike Wright from Acumen Learning, February 2, 2010 at 3:58 p.m.

    I'd like to see a research study on <a href="http://www.acumenlearning.com">business acumen training</a> that shows a connection between the training and the results or impact on the business. If anyone has seen anything like that please reply. The perception of business acumen as a valuable and necessary quality for high-level corporate leaders has occurred within a short period of time. However, given the overall ambiguity of the concept combined with its increased use, some have classified business acumen as simply a buzzword. Write-ups like these show that business acumen is becoming an increasingly common term in the business world.

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