I need your help!
I'm here because I would like to know your opinion about some stuff! I'm currently making a study on the marketing of Ford, how they attract, satisfy and create loyalty among their customers. Here's my question, what made you choose Ford?
I hope you can help me with your answers! thanks!
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Comments (15)
While I am not a Ford man myself there are one or two things I feel I can contribute. Ford has always had a carefully cultivated image of being a working class hero. From the 1960s-1990s they were British Icons. Whether it was the ubiquitous Cortina, the Svelte Capri, or the hairy-chested but fancy(ish) Granada, there was something about them that made them icons. This was partly down to the exceptional marketing, and the place the brand held in the mind. The Dagenham plant in Essex is a brand unto itself, with Made in Dagenham being a popular notion among the working and middle classes. It shot to prominence in the 60s after a successful strike by the female workers aiming for equal rights and pay. While they were partially successful in achieving their aims, it started a process whereby Dagenham took on this sort of mystique, that has allowed it to play off it's rivals. For example, you will rarely hear someone slagging off a Ford Cortina, but you will always hear someone making a jibe at a Morris Marina. While the Cortina was arguably better styled, the Marina was just as good a car, certainly no worse, and both had their shortcomings (Marina it was general image, Cortina it was rampant rust and unreliable components) yet in spite of its flaws, the Cortina gets a free pass, whereas the Marina is unfairly slammed. That's where the Cult of Ford comes in. In spite of it being an American brand, buying from Ford in the UK gave you that home grown, patriotic kudos because you could have that British appeal (they were mostly designed and developed here, but built in Europe) and show your support for a "Working Class Hero". No other brand has ever had that same level of integration into the national psyche, so much so that for a time Ford Cortina was a byword for dependable, "get the job done" familiarity, they even wrote songs about them.
But the biggest reasons for Ford's success has to have been their supreme marketing sense. Adverts like this (www.youtube.com/watch?v=LqTS5lYFL3s) were able to make or break a model's success (the Ford Escort MkV was an absolute mess of a car, but sold in huge numbers because of the strength of their marketing prowess) Their tactics and competition sense, whether it was their mastery of badge appeal, or in the case of the Sierra, the race to the bottom price war with the Vauxhall Cavalier (which scuppered any chance of the Austin Montego succeeding).
But the reasons for Ford's success in the UK particularly can be brought down to this: By buying a Ford, you are not making a statement about your situation particularly, as every Ford is achievable. However every Ford is a statement in itself. You're buying into a national institution. Whether you are a member of the Cult of Dagenham, or just want a car to drive, Ford was always the standard choice.
It's hard to grasp without understanding the class system in the UK, and how our cars play into it. The only car that has had a greater cultural impact in the UK than the Ford Cortina might just be the Mini.
I am not an expert, but Ford has a unique position in the UK, or at least it did have, less so now, so hope this is useful
Thank you for this very very complete analysis and answer! Indeed it reminds me the episode of The Grand Tour where they talked about the cortina. And I feel like they still keep their communication right today, even it it's axed towards...
Read morewww.youtube.com/watch?v=nyuo9-OjNNg
www.youtube.com/watch?v=Tg_AEE9sdk0
Here is what I mean!
Read moreFord (used to, at least) made a car for each stage of your driving life - the fiesta you learnt in and probably had as your first car, on wards through Escort/Focus/Mondeo and back to the fiesta or C-max as the car grandparents drive. Brand loyalty is less likely these days because there are just so many options available (whilst, strangely, also less options available - i.e. fewer estate cars). They generally provide (just about enough) kit to please most people and are reasonably pleasant places to spend time
I see! Thanks a lot for your opinion, because I didn't see that at first, but that's so logical! Yeah I agree with you, I realised it while comparing it to Toyota, which I consider it its main rival on the US market, and yeah deals are pretty close...
Read moreMy dad had lots of Ford company cars. From a 4 door Fiesta in the late 90s to mk1 and mk2 Mondeos. We traveled a lot in them on vacation so I have lots of memories riding in them. The first time I drove was in a Mondeo and my first car was a Focus wagon. The first car I bought when moving to the US was a Fusion and my first classic car is a Ford Thunderbird. I pretty much grew up with Fords and therefore they have a sweet spot in my life. They have lots of history and heritage. And Ford Europe has pumped out some crazy cars! My wife was driving a 05 Mustang GT when we first met. So Ford has been there all the way
Thanks a lot for your story Linus! I love it! Reminds me of my personnal history with Volvos! So heritage was an important criteria, right? Love the thunderbird by the way, it looks awesome!
Absolutely! From the Escort rave cars to the Ford GT40s you have a huge spectrum of different cars. I am already starting my 3 year old daughter at a young age, she loves the T-Bird and is sad if we don't take it to go somewhere 😆
Thank you, the...
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