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Ford Says It's Working Hard To Close Perception Gap

Jamie LaReau blogs that Ford isn't finding it inexpensive to dispel American's perception that Asian vehicles are of higher quality. Ken Czubay, who runs the company's U.S. marketing, sales and service, told analysts earlier this week that trying to close the perception gap has "added 20% to our advertising budget," she reports.

The "Drive One" TV campaign, which uses testimonials from real drivers speaking about the quality of Ford's products, has been helpful, as have gains in quality rankings by J.D. Power and Associates.

"Getting the message across these days is very complex," Czubay said. "We're working hard on that." 'Tis much easier to lose one's reputation than to regain it, rues LaReau.

Read the whole story at Automotive News »

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