Ford counting on GT supercar to help change its image.

Discussion in 'OT Driven' started by TriShield, Mar 5, 2004.

  1. TriShield

    TriShield Super Moderator® Super Moderator

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    By JEAN HALLIDAY | Advertising Age
    (10:29 March 05, 2004)

    The Ford GT won't hit showrooms until summer, but Ford Motor Co. already is getting marketing mileage from the supercar.

    The 550-hp, street-legal car won't be a moneymaker. Ford plans to produce only 3,500 of the $139,995 GTs over two model years for the U.S. market.
    "We don't expect to lose money on GT," CEO Bill Ford told Automotive News last year, "but frankly, none of us are going to retire on GT, either."

    Instead, the car's purpose is to "raise the image of all our other products," says Martin Collins, Ford Division general marketing manager.

    That's why the automaker made a seemingly inefficient media buy for a low-volume car, advertising the GT with a 60-second spot in the second quarter of the Super Bowl. On average, 30 seconds of advertising time during this year's NFL championship game cost a record $2.25 million.

    In the spot, the car careens around 15 turns on a track and hits speeds over 140 mph as the voice-over asks: "In what gear do you realize that a car is everything it is supposed to be? In what gear do you know nothing can catch you? In what gear do you know it is the one?"

    Print ads for the GT carry the tag line: "The pace car for an entire company."

    The car can provide "internal morale and bragging rights within the company," says Jeff Brodoski, a J.D. Power and Associates analyst.


    The sports car's return marks the start of a slew of new models from Ford Motor, which is calling 2004 "the year of the car." Ford Division's car sales slipped in recent years after it shifted its focus to pickups and SUVs.

    The company will launch the updated Focus this spring, the large Five Hundred sedan this summer to replace the Taurus and the redesigned 2005 Mustang this fall.

    Although the GT is likely to generate traffic at dealerships, it won't necessarily lead to higher sales of other Ford vehicles.

    Art Spinella, vice president of the auto consultancy CNW Marketing/Research Inc. in Bandon, Ore., says the GT doesn't match generally conservative, loyal Ford buyers "because performance isn't typically what they're looking for."

    He says the best halo cars are used as building blocks for a brand and its positioning.

    In the mid-1960s, Henry Ford II, then chairman of Ford Motor, ordered development of the original GT to compete against Ferrari. The Ford GT shook the racing world when it won the 24 Hours of LeMans in 1966, 1967 and 1968.

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  2. Girth

    Girth ¯\_(ツ)_/¯ OT Supporter

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    with cars like the Freelander and the 500 coming out... I would think that their image has changed already. they both look good and they both have beautiful interiors.
     
  3. Pursuit

    Pursuit Guest

    ford needs all the help it can get :mamoru:
     
  4. ap

    ap New Member

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    lol.
    Customer at dealership: Damn, that GT is amazing!
    Dealer: Yeah, its simply the hottest car on the road.
    Customer: So you say the GT is a Ford?
    Dealer: Yeaaap. Pretty sweet huh?
    Customer: WOWZA! FORDS ARE THE SHIIIIITTTTZZZNIIITT! Whats the closest thing I can get to the GT for 15 grand??!?!?! :x:

    Dealer: We have this very nice focus hatchback over here....

    Customer: SOLD! I love teh new fords.
     
  5. BLoG

    BLoG Scented Meat

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    ford building the GT > ford not building the GT
     
  6. DefBringer

    DefBringer Guest

    I'm glad they built the GT, but if Ford wants to change its image they need a world-beating companion for the Focus in the form of a new sedan ala Passat.
     
  7. LowkeyG

    LowkeyG OT Supporter

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    who are they to think they can pull a viper
     
  8. Omega6_Virus

    Omega6_Virus New Member

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    :mamoru: Is that canadian dollars?
     
  9. BLoG

    BLoG Scented Meat

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    you mean the futura?
     
  10. TriShield

    TriShield Super Moderator® Super Moderator

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    :cool: :cool: :cool:
     
  11. It's gonna take A LOT more than the GT
     
  12. TriShield

    TriShield Super Moderator® Super Moderator

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  13. Accords 4U2 NV

    Accords 4U2 NV OT's Resident Desi

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    and a miracle.
     
  14. But have they addressed their quality issues?
     
  15. iZero

    iZero Guest

    If they want to be known for building good cars why don't they, oh, say, build some good cars.
     
  16. iZero

    iZero Guest

    What is:

    1) Quietsteel
    2) Passat
    3) Ugly
    4) Not for US sale
     
  17. Spinkick

    Spinkick Active Member

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    :rofl:
     
  18. JConnX

    JConnX Guest

    I agree on the other shitty cars but the Mustang is awesome :eek3:
     
  19. Bernout

    Bernout OT Supporter

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    Honestly, the fact that Ford is building the GT for real is fucking awesome in my book. The new Mustang is the first Ford I'm actually considering buying. THAT says something to me right there.

    Point is, build a good product, and the cars will sell themselves. I'm hoping to see the 500 do well in the Camry-Accord-Altima comparos is will be put into. But I'm also a realist. I'll buy the better car, always.
     
  20. 330R

    330R New Member

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    the GT is a perfect halo car.
     
  21. Possum Stomper

    Possum Stomper The Great Bird of the Galaxy

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    who was dodge to think they could pull it off in the first place?
    dodge was in much worse shape in 92 than ford is now
     
  22. Possum Stomper

    Possum Stomper The Great Bird of the Galaxy

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    i don't understand everyone bashing a company that is actively working very hard to turn out better product, it makes no sense
     

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