A bold move for Ford: Do it right the first time

[nadepalma]

Source: http://www.detnews.com/apps/pbcs.dll...0393/1121/AUTO

A bold move for Ford: Do it right the first time

A s Ford Motor Co. launches yet another ad strategy -- "Bold Moves" -- how 'bout adding a sorely needed kicker: "Do it right the first time."

They did it last year with the red-hot Mustang. Accolades keep coming, sales are steady and pony-car wannabes aren't whining that the convertible isn't yet available or the more powerful engine isn't coming until next year. They're already here.

They did it two years ago with the F-150 pickups. There were two engines, two drivetrains and three cargo beds available in five models, ample evidence that the boys and girls in Dearborn really do know how to swarm the market with world-class product when they put their minds to it.

That's why half-steps on credible products like the Fusion midsize (anymore torque in that 3-liter engine?) or missteps on its Lincoln Zephyr (which next year becomes the MKZ) or no step at all with the Five Hundred sedan and Focus compact are so galling.

Missed opportunities costly

Ford can do better. Here's a company that's probably three years ahead of its domestic rivals on the hybrid thing because Chairman Bill Ford has rightly recognized that oil is a "dear resource" likely to grow more so. Yet the company opts to let its compact Focus slump deeper into old age here in America while the Europeans get an all new one.

Just asking, but wouldn't a fresh small car be the ticket right about now -- not five years from now? A bold move would be doing it right the first time.

Here's the company that's probably five years behind its cross-town rival, GM, in the revival of its American luxury brand. So it launches a tarted-up Fusion, calls it a Lincoln Zephyr and, within a year, joins the alpha-numeric bandwagon with MKZ.

This, less than a year after swearing there was enviable equity in brand names like Zephyr, Continental and Town Car. If I'm confused, would-be Lincoln owners with lots of choices could be excused for warming to less muddy messages and going elsewhere.

A bold move would be doing it right the first time.

Move when it matters most

Still, the Dearborn automaker is trying to get its ideas machine in high gear. The chairman is touting "innovation" in ads across the country while sales of his pet hybrid SUV are getting traction. Designers from stylish Mazda are being reassigned to the still-not-so-stylish Ford brand. The marketing plan, too often a confused pastiche of conflicting messages, is getting torn up and tightened.

There's even some encouraging evidence that Ford actually is doing it right the first time. Its all-new Ford Edge and Lincoln MKX crossovers will come with stability control and airbag curtains as standard equipment -- from the get-go.

Those are probably the most important four words that Ford's brass could attach to its "Bold Moves" mantra. "From the get-go" is when customers and opinion makers are paying attention, not 12 or 24 months later when the next new thing from whomever makes a year-old Ford tired and a 3-year-old Lincoln downright ancient.

Do it right the first time and bold moves become standard procedure, which would be the boldest move of all.

Daniel Howes' column runs Mondays, Wednesdays and Fridays. Reach him at (313) 222-2106 or dchowes@detnews.com.

[mkaresh]

This tagline will last a year, at most.

[tgagneguam]

Sure, it's nice to bring a full complement of a vehicle's lineup to market at launch, but if that means quality suffers, then I'd prefer the staggered approach. Admittedly, it will be nice when Detroit consistently combines both: a full, high quality lineup at launch.

As for the tagline, I'd prefer Detroit find the spirits of their divisions, develop marketing campaigns consistent with those respective spirits, and remain loyal to those themes. The schizophrenic nature of Detroit's marketing I think in part makes consumers wary of Detroit's products; the constant reinvention of brands is a little unnerving. As one example, when you buy a BMW, you've known for the past quarter century that you've been buying "the ultimate driving machine."

[johnny smallblock]

I think Bold Moves is a terrible tagline. Bold moves from what? To what? It's just meaningless drivel. I agree, in a year we'll be onto the next Ford motto.

[LAMRONH]

Originally Posted by johnny smallblock

I think Bold Moves is a terrible tagline. Bold moves from what? To what? It's just meaningless drivel. I agree, in a year we'll be onto the next Ford motto.

As my 7th grade science teacher used to tell me, "You're consistently inconsistent."
The Ultimate Driving Machine.
Vs. such absurdities as the quarterly US manufacturers' slogan changes. Better to have no slogan than keep changing it. Quiet Engineering, that is so pathetic. GM should try to get David E. Davis to work their PR campaign, about the last time they had a good one was when he was an ad guy.

[cfch3399]

Typical American business practice. You don't have anything new or exciting to sell, you won't have anything new or exciting to sell anytime soon either so you come up with new monthly slogans for your old junk. Lies and deception- that's what American businesscrooks are good at. And then they wonder there's a customer exodus to companies that practice honesty.

[gmrebirth]

Originally Posted by cfch3399

Typical American business practice. You don't have anything new or exciting to sell, you won't have anything new or exciting to sell anytime soon either so you come up with new monthly slogans for your old junk. Lies and deception- that's what American businesscrooks are good at. And then they wonder there's a customer exodus to companies that practice honesty.

What's this? Someone actually bashing domestic automakers, and stating the truth, on a domestic fansite?

This is exactly it. With nothing new or exciting to sell, Ford is resorting to slogans and marketing gimmicks. Instead of having the marketing complement a good and competitive product, the marketing overshadows an average product, and Ford almost becomes reliant on marketing gimmicks.

[cfch3399]

I'm bashing any and all snakeoil salesmen who run their business that way and those who teach that practice. But that's the problem when you have companies (and nations) run by marketers, lawyers, people with business degrees, accountants, and the like who think they can talk their way out of incompetence.

Originally Posted by gmrebirth

What's this? Someone actually bashing domestic automakers, and stating the truth, on a domestic fansite?

This is exactly it. With nothing new or exciting to sell, Ford is resorting to slogans and marketing gimmicks. Instead of having the marketing complement a good and competitive product, the marketing overshadows an average product, and Ford almost becomes reliant on marketing gimmicks.

[logansowner]

It said that the Mustang vert isn't available and the more powerful engine isn't ready until next year? The dealer down the road has about 15 Mustangs, about half are verts and half are GT's. Am I missing something here? I know about the GT 500 but that doesn't seem to fit in here.

[Melkur]

Originally Posted by johnny smallblock

I think Bold Moves is a terrible tagline. Bold moves from what? To what? It's just meaningless drivel. I agree, in a year we'll be onto the next Ford motto.

[PURPLEIMPALA]

They DID it right the first time with the new Mustang, but the design program manager, Chris Theodore, stepped on too many toes in wing-tips, and is gone now. GM needs to hire him to do a new Firebird, Camaro, or GTO. I like the new Mustang. If only it wasn't a Ford, I'd buy one.

[01cavalier]

Some reasonable criticism of Ford, though I do like the Fusion. Still changing the Zephyr to some 3 letter "name" is just ridiculous. Zephyr sounds a lot better anyways.

[63GrandSport001]

I dont see a issue with the Ford Fushion except that its a bit under power which is suppose to get fixed.

The Five hundred on the other hand makes me want to ask Ford what they were thinking? Why cant it be more like the Impala.

[syr74]

I agree about finding a great tag line and sticking with it. "Porsche, there is no substitue" has always been a favorite of mine. Built Ford Tough is a no-brainer for Ford trucks and seems likely to be permanant at this point. Fords best tag line ever might have been "Better Ideas", and would seem to fit perfectly with their current mission. Not terrible exciting, but simple and to the point. I would probably bring that one bag....along with "Total Performance" for the high performance lineup of course.

[syr74]

Originally Posted by 63GrandSport001

I dont see a issue with the Ford Fushion except that its a bit under power which is suppose to get fixed.

The Five hundred on the other hand makes me want to ask Ford what they were thinking? Why cant it be more like the Impala.

With respect, when the 3.5L V-6 coupled to a 6-speed auto finds a home under the Five-hundreds hood next year nobody will be asking why it cannot be more like the Impala. It is already dynamically superior and a more functional design, it only needs the above mentioned motor and better seats to be the have every base covered.