Paul Gover "Ford's Inept Marketing Dept"

csv8 · 22-12-2013, 12:18 AM

I agree with this article by Paul Gover. "Ford's traditionally inept marketing and communications means they trail in sales."

chookaradley · 22-12-2013, 07:19 AM

Yup read this article. Basically says Holden's one shining light is the commodore. The rest of the Korean sourced range is middle of the road in their class at best, and clearly inferior to their Ford counterparts. Nothing we didn't know really. Can't see a whole lot changing. People will continue to buy Holden's in greater numbers than Fords. Is it simply down to marketing?, or are the Australian public just idiots. Bit of both me thinks

Crazy Dazz · 22-12-2013, 08:06 AM

Much as I don’t want to jump on the “let’s bash Ford Marketing” bandwagon, it IS a sad fact that most Australian motorists are ill-informed and “want” whatever marketing and peer-pressure tells them they want.
Ford has not done enough to manage its public image, promote its products, and negate the scaremongering of the tree-huggers.

If you want a great laugh, download the South Park episode about smugness and hybrids, THEN go onto Product Review and read the “reviews” by Prius owners. It’s incredible just how ****** up the world has become.

Mulga · 22-12-2013, 08:17 AM

It's pretty disappointing given that Ford, over the years is very capable of producing good quality marketing campaigns....either they just don't have the budget or they've decided the money is better spent elsewhere.

I've recently seen ads on TV for the Territory, Focus and Ranger and I don't see those very often.

For what it's worth some of my (past 10 years) favourite Ford ads in no particular order,

1) BA - can't get enough of this ad
2) Territory - trucking mums ad
3) Territory - amazing things ad
4) Focus - smooth as ads

DRU842 · 22-12-2013, 09:03 AM

All too often the models referred to in the article are restricted in terms of the volume available to Ford Australia. Why advertise something you are selling all you can supply?

P6LTD351 · 22-12-2013, 09:24 AM

They need to bring back the 'Have you driven a Ford...lately?' Campaign. It's a no brainer.

Brodes · 22-12-2013, 09:37 AM

I believe Ford intentionally failed to adverise because they needed the Australian market for our locally produced vehicles to decline so they could justify its production halt and go on with their plan for one factory to produce all rear wheel drive vehicles to supply the world. Australia clearly wasn't an option for this due to our high production costs regardless of the quality.

pottery beige · 22-12-2013, 09:38 AM

Ford have a marketing dept???

jpd80 · 22-12-2013, 09:52 AM

You don't need marketing department when you're totally connected with your market,
the problem begins when you start listening to marketing geniuses who tell you to do other things
and your customers go away......

Over the past 15 years,Holden and Ford have let competitors large midsized cars and SUVs walk all over their
local products without a significant or satisfactory response, every suggestion to modify local large cars has been
greeted with nope, our buyers don't want that or we have global cars and SUVs to do that...but guess what?
All Ford Australia and Holden did was consign local manufacturing to history, as a producer you change or die.

EDManual · 22-12-2013, 09:53 AM

Quote:

Originally Posted by Brodes

I believe Ford intentionally failed to adverise because they needed the Australian market for our locally produced vehicles to decline so they could justify its production halt and go on with their plan for one factory to produce all rear wheel drive vehicles to supply the world. Australia clearly wasn't an option for this due to our high production costs regardless of the quality.

Yep, definitely a deliberate act not to advertise. They DONT want to sell australian made...

Bill M · 22-12-2013, 10:00 AM

Bob Miller who used to be Toyotas marketing chief and was instrumental in launching the "Oh, What a Feeling!" campaign and the forgettable Camry Chicken said in the mid 1990's "Ford couldn't sell a beer in a heat wave"
Ford AUS have had a few brilliant flashes but that's all. Could do better.

pottery beige · 22-12-2013, 10:06 AM

Fords marketing dept on the job

http://www.youtube.com/watch?v=eKNaJIA4Ycg

Nikked · 22-12-2013, 10:22 AM

...and Holden market the living daylight out of every bowl movment, still shut up shop. Can't 100% blame marketing for Fords current position.

pottery beige · 22-12-2013, 10:27 AM

Quote:

Originally Posted by Nikked

...and Holden market the living daylight out of every bowl movment, still shut up shop. Can't 100% blame marketing for Fords current position.

thats it though, two totally different styles of attack

Holdens shut shop and market the crap out of it

Ford, nothing, there is just nothing

Franco Cozzo · 22-12-2013, 11:08 AM

Quote:

Originally Posted by Crazy Dazz

Much as I don’t want to jump on the “let’s bash Ford Marketing” bandwagon, it IS a sad fact that most Australian motorists are ill-informed and “want” whatever marketing and peer-pressure tells them they want.
Ford has not done enough to manage its public image, promote its products, and negate the scaremongering of the tree-huggers.

If you want a great laugh, download the South Park episode about smugness and hybrids, THEN go onto Product Review and read the “reviews” by Prius owners. It’s incredible just how ****** up the world has become.

csv8 · 22-12-2013, 12:44 PM

This how to advertise the FOCUS. Ford Focus 2013 UK TV Ad

http://www.youtube.com/watch?v=t8WS25iNVeQ
and this how to advertise the FIESTA

http://www.youtube.com/watch?v=LL3nJT9FDr8

stevz · 22-12-2013, 12:53 PM

Quote:

Originally Posted by csv8

This how to advertise the FOCUS. Ford Focus 2013 UK TV Ad

http://www.youtube.com/watch?v=t8WS25iNVeQ
and this how to advertise the FIESTA

http://www.youtube.com/watch?v=LL3nJT9FDr8

Do you really think the do-gooders would allow those to be screened in Australia?

**DJM83** · 22-12-2013, 12:58 PM

Quote:

Originally Posted by stevz

Do you really think the do-gooders would allow those to be screened in Australia?

Agreeing with you, what has the world come to.

The nannys would be all over that. There has been some cool focus ST ads and promo stuff though. None of it suitable for us so we are told.

Mercury 8 · 22-12-2013, 01:00 PM

Holden are running ads on radio,TV and print to let people know they are staying in Australia and at least trying to hold onto loyal customers. Ford are ........................ Refer back to Pottery Beige's YouTube clip.

csv8 · 22-12-2013, 01:03 PM

Quote:

Originally Posted by stevz

Do you really think the do-gooders would allow those to be screened in Australia?

No..just shows how under the thumb we are..Nanny State and do-gooders have too much say....

FPV GTHO · 22-12-2013, 01:32 PM

Quote:

Originally Posted by Nikked

...and Holden market the living daylight out of every bowl movment, still shut up shop. Can't 100% blame marketing for Fords current position.

If Ford marketed more, maybe there'd just be more people subject to their poor after sales support

stevz · 22-12-2013, 01:34 PM

Ford Oz Marketing Department offices.....

**ebxr8240** · 22-12-2013, 03:17 PM

In some suburbs I would be concerned the boys in blue may want my Ford too..
Vali-ant in the robbers car..Na more like Audi's..
We are more sophisticated here !! Lol

**Dave R** · 22-12-2013, 05:04 PM

I think they hit rock bottom with the FG Falcon "fingers" ads.

https://www.youtube.com/watch?v=zDFHZZpzM9U

She's so bored out of her mind in the XR6 Turbo that she begins hallucinating, then snaps out of it mid-commercial to reveal a Falcon swerving randomly on a straight piece of highway in the middle of nowhere for absolutely no reason with the added danger of towing a jetski. Solid effort.

NX74205 · 22-12-2013, 08:26 PM

Quote:

Originally Posted by csv8

This how to advertise the FOCUS. Ford Focus 2013 UK TV Ad

http://www.youtube.com/watch?v=t8WS25iNVeQ
and this how to advertise the FIESTA

http://www.youtube.com/watch?v=LL3nJT9FDr8

And yet some people here think that the Focus and Fiesta are "buzz boxes" that you can't have fun in.

stevz · 22-12-2013, 09:14 PM

Quote:

Originally Posted by NX74205

And yet some people here think that the Focus and Fiesta are "buzz boxes" that you can't have fun in.

What's the big deal, any car can do handbrake turns.

nstg8a · 22-12-2013, 09:28 PM

Holden need to advertise now more than ford, they have much more to lose.

They have 230 ish dealerships, commodore makes up around 50% of total Holden sales, if I have the numbers right.

How many dealers do they need to sell half as many cars?

Ford has a better product, and is already much less reliant on falcon to prop up dealers.

Holden needs to spruik crap product as good product, while convincing their faithful repeat buyers that a craptiva is a suitable replacement for a ss ute...

steve851 · 22-12-2013, 11:01 PM

Quote:

Originally Posted by Brodes

I believe Ford intentionally failed to adverise because they needed the Australian market for our locally produced vehicles to decline so they could justify its production halt and go on with their plan for one factory to produce all rear wheel drive vehicles to supply the world. Australia clearly wasn't an option for this due to our high production costs regardless of the quality.

I reckon you are bang on with that theory Ive been saying that for years

**DFB FGXR6** · 23-12-2013, 06:19 PM

Quote:

Originally Posted by nstg8a

Holden need to advertise now more than ford, they have much more to lose.

Ford has a better product, and is already much less reliant on falcon to prop up dealers.

Holden needs to spruik crap product as good product, while convincing their faithful repeat buyers that a craptiva is a suitable replacement for a ss ute...

Holdens biggest problem once RWD V8 Commodore sedans, utes and wagons wind up is what will an enthusiast/petrol head buy? A RS Barina or SRI-V Cruze?

Yeah right! They don't currently have alternative performance/youth orientated/enthusiast cars that arnt a Commodore based model. Nor are their other models anything other than average.

This is where Ford are different. ALL of their models are class leaders with high tech interiors and top spec drivetrains. But crucially, they have alternative enthusiast/youth products available NOW as well as a V8 powered Mustang to keep the die-hard RWD fans happy.

I cant see GM bringing in a price competitive V8 to replace the SS's bargain basement pricing.

stevz · 23-12-2013, 06:31 PM

Quote:

Originally Posted by DFB FGXR6

Holdens biggest problem once RWD V8 Commodore sedans, utes and wagons wind up is what will an enthusiast/petrol head buy? A RS Barina or SRI-V Cruze?

Yeah right! They don't currently have alternative performance/youth orientated/enthusiast cars that arnt a Commodore based model. Nor are their other models anything other than average.

This is where Ford are different. ALL of their models are class leaders with high tech interiors and top spec drivetrains. But crucially, they have alternative enthusiast/youth products available NOW as well as a V8 powered Mustang to keep the die-hard RWD fans happy.

I cant see GM bringing in a price competitive V8 to replace the SS's bargain basement pricing.

I'm sorry but I don't buy this. Mustang is 2 door which renders it impractical and useless for my needs and therefore gets crossed off my list instantly. Fiesta and Focus are glorified fwd buzz boxes and don't even come near matching the Falcon for performance or space. Chalk and cheese. Mondeo? Fwd rubbish. SUV's? No thanks.
Once Falcon is gone there is nothing that even comes close to replacing it in the rest of the range. Ditto with Holden, unless they bring in a US built RWD sedan.