• Brandweek, Monday, April 23, 2007 11 AM

An upswing in sales for Ford's Edge, Fusion and Expedition nameplates can be traced to a pugilistic marketing plan. New ads don't just mention the competition, but dis it as well br>

For example, Ford recently hired provocative playwright and director David Mamet for TV ads that claim the new Edge is "quieter than a Lexus" and "quicker than a BMW." Those ads follow previous ones that contrasted the Fusion with the Toyota Camry and the Honda Accord in a driving performance test and ones matching up the Ford Expedition and the Chevrolet Suburban.

The new approach for the automaker--whose market share has dwindled for 11 years straight--can be credited in part to Barry Engle, who became gm of marketing in January. While downplaying the results so far, Engle says, "I do think that we're getting more confident in our products, and it comes out in the creative."

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