Bottom up? - Ford rolls out a grass-roots effort
Ford's trying a multi-pronged approach at raising the public's awareness of their turnaround efforts. Of course the big, glossy, traditional marketing campaigns will lead the way, but the Blue Oval's also beating the streets. Ford is sending execs across the land to talk with community groups like Lions and Rotary clubs, chambers of commerce, and local news media. Most of the populace is aware that Ford is having some trouble, but they're less aware of how Ford plans to fly out of this stall. Emmissaries are spreading the word about the great Consumer Reports quality results of the Fusion/Milan twins, getting them jazzed about the MKX and Edge, and taking the time to answer locals' questions and let them check out the cars. The message Ford is trying to send appears to be "we want to stick around, we're working on it." Hopefully, those questions and comments coming back from the audience are being relayed up the chain of command. To really be successful, Ford needs to build cars people want, and what better way to find out what the public has on its mind than to ask?
[Source: Detroit News]
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Reader Comments (Page 1 of 1)
UAW 12:36PM (12/27/2006)
Please bring over the European Focus!!! A diesel version would be super nice. Gosh, even China has a better-looking Focus than the US.
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judith 5:00AM (12/28/2006)
This shouldn't just be them up there making speeches. Too often, they rule from the ivory towers in Detroit. They need to get out and see who their constituency is.
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Phil 11:37AM (12/29/2006)
Great idea to get out and get grass roots. Not a great idea to run to Toyota for help. Ford can solve it's problems by committing to great all-new vehicles and really strong global development.
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John 1:18PM (12/27/2006)
Ford might be violating Consumers Union's "No Commercial Use Policy" by mentioning the reliability ratings Consumer Reports gave to the Fusion and Milan.
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John 1:19PM (12/27/2006)
I thought I included the URL where you can read Consumers Union's policy, but I guess it didn't come through with my original post. So, here goes...
http://www.consumerreports.org/cro/aboutus/adviolation/index.htm
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L3 6:42PM (12/27/2006)
I have really enjoyed CR over the years, but never have agreed with their opinion of cars. I am all for quality, but CR doesn't seem to acknowledge that some people need to carry a kid or tow a trailer.
John, why would you advocate CR's ad policy?
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John P. 1:45PM (12/27/2006)
3: I used to work in a company that recieved the highest rating for a product we made. We weren't allowed to use the consumer reports name, but we were able to say that a Leading Consumer Product Reporting Magazine rated our product highest among all the leading brands.
Maybe Ford just doesn't mention them by name. I know I'd want to get that message out any way I could if I was Ford.
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$0.02 1:45PM (12/27/2006)
Yeah, as my departed Grandfather used to say, "now take Ford, Pllleassssse!'
The Focus is a prime example why Ford is failing. It has a cheap, early-Hyundai interior, and is as expensive as those that are better, including Hyundai's.
I am not anti-Ford like some of the the anti-Americans' who comment here, but I will say that Ford 'appears' to be improving. The Fusion and Edge are solid efforts. Good luck, Ford!
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Greg 4:47PM (12/27/2006)
Suggestion to Ford:
When making appearances at these public gatherings, don't just arrive in a new car model, but also have some former models with many miles on them. This will help prove to the consumers that Ford's Vehicles can go 100k - 200k - even 300k with proper maintenance.
My '95 Grand Marquis is in extremely good running condition even with 147k now on it. If massive audiences see examples like this, it will help fight against the negativity that is embedded in the minds of many consumers.
How many Ford Tauras' are out there will 200k right now? Is that same motor now in the Ford 500? If so, talk about it, show it off.... be proud dammit!!!!
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Bruce Lee 11:52AM (12/28/2006)
This is so typical Ford, go to Lions and Rotary clubs to get opinions of the senior citizens, no cut to seniors, but wouldn't it be better to seek groups that are in the 25 to 50 year range, unless Ford thinks that designing cars for seniors is their ticket to success. Look at the Ford 500, people are just lining up to buy that work of automotive art. Ford needs to use commen sense, build something that looks good, and most of all build something that lasts. And quit building cars that are nothing but re-grilled Fords, then throwing a Mercury/Lincoln sticker on it, have Mercury/Lincoln design their own cars like Cadillac does.
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Fabulo 10:27PM (12/27/2006)
Mmm... shills!
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whofan 5:33PM (12/27/2006)
"My '95 Grand Marquis is in extremely good running condition even with 147k now on it. If massive audiences see examples like this, it will help fight against the negativity that is embedded in the minds of many consumers".
You would definently think so, but NO!
Look at New York taxi`s, police cars and so on. Its just not mileage. It`s hours of run time. Some of these vehicles run day and night through two or three shifts with diffrent people driving them. They serve well for being so called pieces of junk by some here.
Why wasn`t the Fusion car of the year?
We American`s are trendy, fadish and stupid.
We even let Nirvana ruin Rock and Roll.
How many Farms sold will it take to finally bring down our economey?
Just keep pissing away!
Buy our foriegn owned American assembled cars and say its cool its American.
Apple and Chevrolet sounds better to me! Even if assembled Mexico its American owned and helps with imigration.
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artie43 10:15PM (12/27/2006)
I am glad to see Ford doing so much better with quality as per the CR review. Strange but the customer satisfaction is no where near what Toyota' is. Hopefully they can turn things around before the money runs out. They sure have a long way to go to get back in the race.
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Steve Parker 9:10PM (12/27/2006)
CONSUMER REPORTS doesn't "like" cars; they test them as if they are appliances, like refrigeraotrs. Which is ok, just as "enthusiast" sites like this one and the magazines which "never met a car they didn't like" have their place, too. People need to read BOTH sources (at a minimum) in order to help make their buying decisions. What is interesting, though, is that CR's results usually mirror those of the JD Power surveys ... Do we see a trend here? Yes.
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Darkblood 10:51AM (12/28/2006)
I have to agree with UAW. PLEASE BRING OVER THE EUROPEAN DIESEL FORD FOCUS!
I even wrote Ford asking them to do this. Of course they gave the general "We have no current plans to develop the Focus as a diesel in the U.S. Thank you for your time."
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