- Mar 19, 2006
Ford trades golf pants for branding iron, chaps
According to the Detroit Press, as part of its Way Forward plan, the automaker has already withdrawn from the PGA Tour and Senior Players Championship, and is strengthening its relationship with the Professional Bull Riders. The company even purchased a stake (steak?) in one of the beasts, which has been named ‘Super Duty’.
Reaction by the public has yet to be reported. But Art Spinella, president of CNW Marketing Research, believes that this new image focus is necessary. "On one hand,” said Spinella, “you're trying to be Arnold Palmer, and on the other, you're trying to be a cowboy.” Research by the Power Information Network shows around 71-percent of Blue Oval vehicle buyers are men, compared to the 64-percent industry average-- making the brand name one of the most masculine among consumers.
Ford will continue to showcase its vehicles at other happenings, including NASCAR, Ironman Triathlon events and of course, American Idol.
[Source: Detroit Free Press]