We’ve all had ups and downs the past few years, economic woes included. Here’s something that may give you a little hope: Ford Motor Company found ‘The Way Forward,’ netting 6.6 billion dollars in 2010 after hemorrhaging $30 billion between ’06 and ’08 stemming from the auto crisis.
That’s quite a turnaround. This was accomplished in large part by adapting to changing dynamics and appealing to the public at basic levels. And Cars. Ford cars have accounted for 98,289 US sales out of 283,213 total, representing 53% of 2011 sales to-date.
International superstars, the Focus and the new Fiesta are transitioning well on the US front as fuel conscious smaller vehicles continue to rule. Demand for these cars alongside experimentation with new a marketing strategy vaulted Ford past Toyota as the 2nd best US seller 2010.
Cue the Fiesta Movement, Ford’s answer to traditional advertising, using social media to gain a following for the US reintroduction of the overseas bestseller. 2011 Fiesta, starting at $15,120 with 33 combined MPG is getting hot from the spotlight in part because of its uniquely marketed presence. The Fiesta Movement, initially launched in ’09 and thanks in large part to Scott Monty (Ford’s social media head) allows for the public to assist in advertisement of the car. Created is a Ford presence that’s accessible everywhere, instantaneously for little money.
Targeting an influential widespread demographic is at the base of the Fiesta campaign. The epicenter is Generation Y, with 70 million drivers and 77% involved within the social media-sphere. Post saturation, Ford managed to connect indirectly to millions via Facebook, Twitter, and Ford.com and directly with 50,000 new Fiesta fans, 97% of which drove another brand.
This happened the first week of launch.
Already saving some face when it came to ‘big 3’ government handouts (they didn’t receive bailout funds) public perception gave Ford an edge which included a position as frontrunner in the young age of online marketing.
This attention draws the…fiesta to Ford’s array of non-truck brothers and sisters, although Taurus and Mustang are legends of two different breeds that need no introduction. Mustang is a classic and the updated version, starting at $22,145 with 26 MPGs, straddles the line with surprising grace between legendary muscle and economic astuteness.
Taurus may be the most ambiguous car to sell 7.5 million units; it was a US bestseller between ’92 and ’96. History doesn’t sell inferior cars; good thing the 2011 version has been updated to present standards. The full sized Taurus starts at $25,355 and keeps well, garnering Kelly Blue Book’s Best Resale Value award for its class.
Focus and Fusion complete the series. Starting under $20,000 each, both should become staples stateside. Fusion also comes in Hybrid form.
Ford’s reintroduction aims to offer a car for everyone. They strive to become a brand of the people, and the people will have the last word, by design or not.