Ford wants workers to 'become walking advertisements'
In all of recorded employment history, it has never been a good thing when the boss "requests" that employees talk up the company, especially when non-employees know that those workers are operating under orders. Nevertheless, that is exactly the road Ford appears to have taken as part of the "Way Forward," asking each employee to become a "walking advertisement" for the blue oval.
Ford's Executive Director of Automotive Communications, Ray Day, petitioned employees in a webcast earlier this week, and that was followed by an e-mail to managers from Mark Fields, president of Ford's Americas group. The mission, should they choose to accept it, is to say good things about the company to absolutely everyone. Fields wrote, "An improving reputation leads to higher purchase consideration among our customers and, ultimately, more vehicle sales. . . . We need to take this role very seriously as we speak with our co-workers, our neighbors and everyone with whom we associate." He even went so far as to urge employees to speak with "a more confident tone of voice."
While we can understand the intent, we haven't yet heard of employees who enjoy being told to be cheerful. Such a step would also seem unnecessary: Ford's vehicles and future look more promising than they did just a few months ago. And let's face it, considering the situation he parachuted into, we are still in the infancy of Mulally's turnaround plan. But surely Mulally was hired (and paid like Croesus) to shepherd the development of models that speak for themselves, not to lead a team of employees that have to be commanded to speak in spite of them.
[Source: Detroit News]
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Reader Comments (Page 1 of 3)
Kowell 4:56PM (4/14/2007)
"An improving reputation leads to higher purchase consideration"
True...BUT... non stop employees talking to you about how great their company is while under pressure from the boss usually leads to a reputation of desperate mesures...
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akns 5:10PM (4/14/2007)
"Ford wants workers to 'become walking advertisements'"
Haven't they already been doing that for a while, here on Autoblog?
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Tony 5:11PM (4/14/2007)
Im sorry but if I am shopping for groceries and some guy stops me and goes on telling me how the Ford Ranger is state of the art, or how get a Freestar because its the best out there, or buy a Crown Vic because its soooo modern, or grab a Jaguar X-type because its so hip, or buy a Focus because it was just entirely redesigned and its world class, I would just walk away.
I dont want to hear BS.
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schlomo 5:52PM (4/14/2007)
I'd work for Ford for the right price, and I'd be a walking/driving advertisement for them for a free GT500KR. other than that, I think they need to rely on the new commercials (which I like) and strong platforms coming. GM and Chrysler keep shooting themselves in the foot, so all Ford has to worry about are Honda and Toyota
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Viv 5:18PM (4/14/2007)
sad, sad.....sad.
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Adnan Zafar 5:24PM (4/14/2007)
Oh, the desperation!
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Jim Sanders 5:24PM (4/14/2007)
The Ford Ranger is by far the best work truck on the market.
Everyone who needs a light duty truck should own a Ford Ranger. Consider the price of a ranger, starting at a mere $10,000, and its extremely high fuel economy for a truck.
If you don't need a vehicle for work, then talk about the Ford Fusion. Ford has once again improved the interior, and it's just as classy as a Camry or an Accord. On top of that, the fusion is some $3,000-$5,000 cheaper than a comparable Camry or Accord. You just can't beat that deal.
Also remember, American cars have the lowest prices for replacement parts, oil changes, and repair work. Parts are available everywhere, and you don't need to wait 4 weeks for some part to ship over from Germany or Japan.
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Jim Sanders 5:27PM (4/14/2007)
If you want a more sporty drive, try a Mazda CX-7 or CX-9. There are no other vehicles on the market like them. Take a test drive today, and it might just be the best experience you will have this year.
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Ron 5:29PM (4/14/2007)
desperate times = desperate measures
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Jim Sanders 5:33PM (4/14/2007)
There's nothing desperate about a brand new Ford F-150.
Starting at only $13,000, you could have yourself the most reliable full sized truck, with the highest towing capacity on the market.
What do the people who pay double the price to buy a Toyota Tundra get? Nothing. Only less capacity.
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dougjp 5:40PM (4/14/2007)
Jim Sanders, that's the depth of sadness, your post here. That's the stuff that has the effect of turning Everyone off such a purchase. Just like what the other posters are saying about this employee "robot selling tool" business. Ha ha, didn't you realize what you were doing ???? OR, maybe that was your intent, if so, clever!
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Drewboy 5:41PM (4/14/2007)
I don't get you guys. I don't see too much of a difference between this, and the insurance or real estate agent who might have a sign on his car or wear a logo shirt. As an insurance agent I wear company shirts all the time, and it gets me business, because people ask me questions when they see the shirt! If Ford gets business, these people might get to keep their jobs. It just makes sense to me.
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Harrison 5:45PM (4/14/2007)
The Ford Ranger is NOT a real long-lasting work truck, it's more of a disposable work truck. That would be the F150.
The Ranger, however is a piece of crap.
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Jim Sanders 5:47PM (4/14/2007)
Don't let a sad rainy day get you down.
Check out the Ford Mustang convertible. It keeps your head dry when it gets wet.
But the breeze in your hair on a sunny day! Unbelievable! Look at all the people admiring your brand new convertible!
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Bob R. 5:49PM (4/14/2007)
#11 said it perfectly. Even a little thing such as a logo on a shirt will help.
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arthur 7:14PM (4/14/2007)
...and because asking Ford customers to say good things during a conversation about Ford is an oxymoron.
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AK 6:28PM (4/14/2007)
My cousin's husband worked for Ford before he got laid off two years ago. When his in-law parents (parents-in-law?) bought a Saturn wagon and went to visit, he moved his Explorer out of the garage and made them park inside so no one would see that they had bought a non-Ford product. They went on to buy a Camry.
Funny (or sad, as I see it) thing was, a week or so after he got laid off, he bought a new Explorer. I guess he wanted to take advantage of his employee discount, but come on!
After hearing about his antics I wasn't really surprised, but if I had to see him on a semi-regular basis talking about how great Fords were, I'd probably have punched him in the face. I hope Ford doesn't cut health insurance for their employees, because should this strategy go in effect, they may see a rise in claims for ER visits for punch-related injuries.
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Jim Sanders 6:38PM (4/14/2007)
Come check out the 2007 Ford Explorer.
The Ford Explorer and Mercury Mountaineer are the only midsized, resonably priced body-on-frame SUVs with 3 rows of full sized adult seats!
4Runner? 30" legroom child seats.
Pathfinder? Even the second row are for children.
Trailblazer? Doesn't even offer a 3rd row!
So come on inside the 2007 Ford Explorer. You'll be very pleasantly surprised at how comfortable and luxurious the 2007 Ford Explorer is.
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geo.stewart 7:13PM (4/14/2007)
Everyone should be able to talk intelligently and positively about the company they work for. You dont have to be a blaring advertisement or doing the Amway thing, but as has been mentioned, you advertising for your company can only help which relates to job security.
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The Ugly Truth 7:22PM (4/14/2007)
"What do the people who pay double the price to buy a Toyota Tundra get?"
You know what we get? We get the status knowing that we paid more for your truck than bubba joe constructin worker. I know you poor people will not grasp this "status" concept. In lehman's terms, we don't want to be associated with anything you poor, fat and ugly people drive. Capiche?
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