Take my ad account, please! Ford puts job of marketing Focus up for grabs
We would rather be tasked with reversing the downward tug of gravity than take on the ad account for the 2008 Ford Focus. The Blue Oval has announced that the account may not be handled by its usual agency, JWT Detroit, and that it's searching for a brave new agency to take on the daunting task of selling the redesigned Focus. JWT Detroit will bid for the account, but sources say Ford would like at least two outside agencies with fresh ideas to also compete for the job.
We were harsh on the 2008 Ford Focus mainly because the car's new styling leaves a lot to be desired. To be blunt, the designers turned the attractive styling of the original Focus that had survived a couple evolutions into a mess of creases, curves and fake vender vents the likes of which we haven't seen since the Saturn ION first arrived. Nevertheless, the new Focus will be significantly lighter than the outgoing model, which should help handling and fuel ecomony; the new SYNC interface developed with Microsoft is supposedly a serious piece of tech; and a coupe body style is being offered in place of the three- and five-door hatchback.
So the 2008 Ford Focus does have positive attributes on which an ad agency can focus its campaign. Nevertheless, it still looks the way it does, which any ad agency worth its weight in pop up ads knows will be extremely difficult to sell.
[Source: Automotive News - sub. req'd]
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Reader Comments (Page 1 of 4)
geo.stewart 4:31PM (6/12/2007)
Introducing the new Edsel Aztek....
or Introducing the new Ford Sebring Jr...
or the new Ford Anti-Contour...
jeez, these lines are almost as harsh as the one on the car...
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BLS 4:31PM (6/12/2007)
Our design is so good we don't need to change it for 8 years.
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tim 10:56PM (6/12/2007)
Snatch one up before your local Hertz does
Don 4:32PM (6/12/2007)
It doesn't look that bad.
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Aprime1 4:34PM (6/12/2007)
But it's definitely no Edge.
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Joe K. 4:36PM (6/12/2007)
First bit of marketing to alter...
STRATEGY!
Bring the Halo Focus over, whether it be an ST170 or RS or whatever... Build on the performance of it... Or heck partner up with Cosworth to make an actual enthusiast's toss-about... Pump out 2000 Cosworth Focii that are cranking 200hp with suspension to match, special interior, special colors (black, white and red) without all of the boy racer looks, keep it stealth... Breath some life into the nameplate... Then make a lightweight version that is all about mpg, like the old honda civic HX... Build ads that talk about performance, 'At the Track and At the Pump... This car is all about Bang For your Buck'....
Of course Ford would never go for it because they want the focus to be the redheaded step-child of their line-up...
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scooterk 4:58PM (6/12/2007)
I own a 2006 ZX3, which I am not bragging about or anything, and would not be caught driving this monstrosity.
Interesting too that the poor little scamp has outsold the Fusion each month.
Cervus 4:37PM (6/12/2007)
I actually prefer the styling update over the previous model, which just seemed bland.
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srivendel 4:38PM (6/12/2007)
Harsh is not a verb, Autoblog.
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sydbot 4:43PM (6/12/2007)
I with the "I like the styling..." crowd. It looks like a neo-Escort. Although it's mostly nostalgia driving my opinion, but you can't deny it looks better than a Corolla.
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Matt 12:58AM (6/13/2007)
Doesn't take much. :)
Dave T. 4:46PM (6/12/2007)
neff, that first sentence was hilarious. good stuff. i don't mind the sedan's styling that much actually. The coupe on the other hand...if they had made an attractive four door hatch instead they could actually compete with all the other hatches. Oh well.
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DriftPunch 4:45PM (6/12/2007)
I could do without the swept up headlight arrays, and the fake vents, but otherwise it's still a big improvement.
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DC_1 4:54PM (6/12/2007)
I actually like the new Focus :)
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Steve 4:59PM (6/12/2007)
I actually like the new styling too! I heard only positive comments about it from people at the auto show. Most people agreed that it is a much better looking car than the previous generation...but those were just the words of the general public passing by me and the focus at the auto show for ten minutes.
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Solo Racer 5:02PM (6/12/2007)
I've seen worse, although it does look like it took a few whacks from the Bangle stick.
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ChrisL 5:13PM (6/12/2007)
Hmm. Ford just doesn't understand small cars at all.
Take a look at what's really selling in the small car market north of the border, hatchbacks. Toyota brought the Echo 3 & 5 doors to Canada and they quickly took sales over from the (goofy looking) sedan. The Yaris Hatchbacks now outsell the sedan version many times over in Canada. Mazda 3 hatchback outsells the sedan, and Volvo's C30...hatchback, Mini... hatchback, Audi A3...hatchback, VW Rabbit...hatchback. Subaru's new Imprezza...hatchback. Even Jaquar's XK is a hatchback now. Do you see a trend here?
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the marais 5:10PM (6/12/2007)
The only thing cool about the previous generation was the 5 DOOR HATCHBACK! ARGH!
Bring on the C-2 platform Focus, and we'll talk.
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polar 5:11PM (6/12/2007)
No more hatch :(
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pe_tor 9:46PM (6/12/2007)
When you see it on the road, one hardly notices some of the terribly cheesy details (the fake fender vents) and is more struck by how the front end brightwork and new creasy lines help the car actually make a visual statement (though I'm not going to guarantee everyone likes that statement, as it is a bit flashy). However, things fall apart on the back end where the lack of similar treatment and undersized taillights fail to really say anything or draw the eye, er, anywhere...
Then there's the unforgivable sin of killing one of the best cheap hatchbacks around (from a ride/handling/practicality standpoint at least) so we can have a pointlessly two door car (I doubt the lack of doors comes with any increase in sporty substance).
Still, nice to see Ford shopping the ad work around, as JWT hasn't really knocked anything out of the park in a long time.
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