FoMoCo will spend up to 20 percent more on U.S. marketing

The next phase of Ford Motor Co.’s Drive One Campaign wishes to relay to potential buyers how Ford Motor Co. is “different than others.” Reportedly, Ford is set to spend up to 20% more on Ford-brand U.S. marketing in the fourth quarter.

On Oct. 12, the latest Drive One ads will begin airing. Expect to see up to 40 15-second spots rotating on television and online as well. It stars real-world owners talking about features they love about their cars. In April 2008, the Drive One Campaign was launched. Its ads talked about the brand’s quality, safety, smart technology and environmental features. While phase one highlighted reasons such as fuel economy for considering a Ford vehicle, the newest ads will attempt to appeal to shoppers’ emotions. Matt VanDyke, Ford’s director of U.S. marketing communications, explained that at the start of the campaign, Ford wanted to rationally distance itself from the Detroit carmakers and to directly compete with Toyota and Honda.
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monster - 10/9/2009 12:52:34 PM

-1 Boost

I wished the title would say 20% more on R&D

Threepoint1415926 - 10/9/2009 1:16:21 PM

+2 Boost

I dont see how 20% more on R&D is going to help them sell anything. The Ford lineup is already a really strong one with plenty of vehicles that the American people like along with fairly good quality.

Joe_Limon - 10/9/2009 2:28:43 PM

0 Boost

Ford has quality product, they are more reliable then Honda, more technologically savvy then anyone else with their sync systems and on a car for car basis on average more fuel efficient then even Toyota. R&D already has enough money, what they need is sales. If you don't believe me on the fuel economy numbers...

Camry Hybrid 33/34mpg
Fusion Hybrid 41/34mpg

Camry 22/33
Fusion S 23/34

Tacoma 20/26
Ranger 22/27

Tundra 15/20
F150 15/21

Escape Hybrid 34/31
... nothing compares

Explorer 15/21
Sequioa 14/19

Joe_Limon - 10/9/2009 2:29:42 PM

0 Boost

my bad, Fusion hybrid, 41/36mpg

pushrod27 - 10/9/2009 3:15:28 PM

-1 Boost

Sync really is great technology and a real competitive advantage. I'm not a fan of Ford, and the majority of Microsoft products truly suck balls, but they came together for a winner with Sync.
I tried it a few times when I chose the Taurus (not the new one yet, the '500' Taurus) from the rental lot (I travel and rent frequently), and it's just fantastic, the way it works with your bluetooth phone and the Ipod to provide device control using the console, the steering wheel controls, or voice commands.
My only compaints about Sync are A.) you have to drive a Ford to use it, and B.) I'm sure that Apple can, and will make a superior iteration.

Joe_Limon - 10/9/2009 3:20:44 PM

-2 Boost

Apple already tried, look at how they failed in the bmw.

pushrod27 - 10/9/2009 3:35:10 PM

+1 Boost

joe, what was this product called? I'm not familiar or do not recall an Apple branded automotive integration feature being introduced.

Joe_Limon - 10/9/2009 3:59:21 PM

-2 Boost

idrive

Joe_Limon - 10/9/2009 4:38:27 PM

0 Boost

Yes I am, there are many many people dissatisfied with the idrive system.

If you don't believe me look at the vast majority of people reviewing it.
Hell even in the wikipedia article you will find

"iDrive has caused significant controversy among users, the automotive media, and critics. Many reviewers of BMWs in (automobile) magazines disapprove of the system. Criticisms of iDrive include its steep learning curve and its tendency to cause the driver to look away from the road too much"

Joe_Limon - 10/9/2009 5:07:35 PM

-1 Boost

I digress, Apple aided BMW in the redesign of its iDrive.

pushrod27 - 10/9/2009 5:13:26 PM

+3 Boost

I've never heard that apple developed iDrive, I thought BMW did it themselves... also, iDrive isn't even the same concept as Sync. iDrive was about taking buttons off the console and controlling every function through a single control. was bluetooth and iPod integration even a major concern when the original iDrive was developed?

LexSucks - 10/9/2009 3:55:09 PM

+1 Boost

I like the Taurus SHO.

Bmw8ter - 10/11/2009 7:43:39 PM

+2 Boost

I love the SHO too. I wouldn't mind having an Edge either, for the extreme winters in New York. There's nothing like ending up on the interstate between Buffalo and Rochester, during near white-out conditions, and having an extremely competent AWD car that can carve its own path.