A misdirected ad campaign is a major factor in the bungled relaunch of the Taurus brand, according to industry experts and dealers. The poor sales performance of the Taurus--a competitive vehicle
embraced by CEO Alan Mulally--helps illustrate why Ford yesterday hired Toyota's Jim Farley to be its chief marketing and communications officer.
Hopes for the Taurus were high when the first
models of the redesigned Five Hundred rolled off the assembly line in June. The new Taurus was getting top safety awards, and trusted auto sources were recommending it as a good buy. But sales were
down 30% in September compared with dismal Five Hundred sales a year earlier.
Experts blame Ford's bland marketing message for the vehicle: "The All New Taurus. Rated the Safest Full-Size
Car in America." They say it was an emotionless pitch--especially for a storied brand name that should have been resurrected with some hoopla. A new campaign, based on Ford's popular "Swap Your Ride"
advertising series, shows how delighted a Toyota Avalon owner is with the new Taurus after driving it for a week.
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