Ford expands 'Fusion Challenge' ad campaign to other models

DETROIT -- Ford Division is expanding its "Fusion Challenge" advertising campaign, which compares the mid-sized car with import-brand competitors, to include Ford F-series trucks and the Expedition SUV. "We are going to the market in a lot more consistent way, to tell our story with a lot more confidence," Barry Engle, Ford Division's marketing manager, said at a press event here.Broadcast, print and digital ads for the expanded campaign launch today. They are scheduled to run through April.The campaign compares the Expedition to the segment-leading Chevrolet Suburban SUV. TV commercials that spoof exercise videos feature Expedition seats folding flat with the push of a button.Other TV commercials compare the F series to the Chevrolet Silverado and other pickups on issues such as towing capacity and payload. The commercials feature Mike Rowe, host of the Discovery Channel series "Dirty Jobs." Ford also is placing its trucks in episodes of the show, Engle said.California consumersThis week, Ford Division launched the second wave of commercials for its "Fusion Challenge." The commercials feature consumers in Southern California who favorably compare the Fusion to top-selling mid-sized cars from import automakers.The first commercial premiered Wednesday, Feb. 28, on the Fox series "American Idol." It shows residents of the Los Angeles area test-driving the all-wheel-drive Fusion sedan along with the front-wheel-drive Honda Accord and Toyota Camry sedans. They say they like the Fusion better than its import rivals.Ford spokesman John Clinard said the comparative campaign is designed "to improve showroom traffic for the Fusion and get people behind the wheel of the car." Although the campaign is nationwide, Ford seeks to rebuild sales in California. Last year, Ford Division had a 7.7 percent market share in the Los Angeles area, according to R.L. Polk & Co. That was down from 15.6 percent in 2001, Polk says. Ford launched the "Fusion Challenge" campaign in January. The first wave of TV commercials featured consumers in Washington who said they liked the Fusion better than the Camry and Accord."We are getting feedback from our dealers" that the campaign is working, Clinard said.'Most important' marketGeorge Rogers, CEO of JWT Detroit, Ford Division's ad agency, called Los Angeles "the most important import market." He said Ford wants to show that consumer perceptions of its vehicles fare well in competition with import-brand models.Wes Brown, an analyst with the Los Angeles marketing company Iceology, said Ford is trying to make up for weak advertising of the Fusion when it launched 17 months ago. The test-drive comparisons could get the Fusion more attention from import owners, he said."Consumers are more likely to respond to other consumers telling them something about a product or a brand, instead of the company telling them how great this thing is," Brown said.Rogers said Ford Division will include consumer testimonials for the Fusion and other vehicles on the Web site fordboldmoves.com. They will include accounts of Ford owners who depend on their vehicles for work, he said.General Motors is considering an ad campaign that would feature consumers who traded in their import vehicles and bought GM cars and trucks.You may e-mail Laura Clark Geist at autonews@crain.com

Ford expands 'Fusion Challenge' ad campaign to other models

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