Ad campaign for ‘reinvented’ 2011 Ford Explorer starts in January 2011

Article by Christian A., on December 15, 2010

TV and print advertising for the redesigned Ford Motor Co.’s 2011 Explorer next month will emphasize fuel economy, off-road and towing capability and a smoother ride. Simply put, Ford wants buyers to think: Different build but better capability.

The redesigned Explorer won’t be working with the traditional SUV features such as rugged body-on-frame construction, rear-wheel drive and V-8 power.

Ford aims to let people know that the model will perform like an SUV even if its unibody construction makes it a crossover. Amy Marentic, Ford’s group marketing manager for North America cars and utility vehicles, said that “reinvention” is what’s inspiring the campaign. He claims that the fuel economy and refinement of this model would surprise buyers.

Production started on Dec. 1, and delivery to dealers has started on Dec. 6. Ford has also started an aggressive viral and grassroots campaign for the Explorer.

On Facebook, there is a Web campaign, dubbed Explorer Live, where Ford responds to questions about the vehicle using short videos. There are videos that feature celebrities like Bret Michaels and rap star Snoop Dogg.

Explorer Live, which is derived from Ford’s use of Facebook to launch the model this summer, has been running for about a month and so far, has gotten about 250,000 views.

Letters and e-mails will also be sent to its almost 4 million current Explorer owners, informing them that they can take advantage of a loyalty incentive. In addition to other incentives, Ford will offer them $750 for a lease and $1,500 for a purchase. [via autonews - sub. required]

If you liked the article, share on:

Comments

Recommended

Automobili Lamborghini’s preparations for the production of its first ever sports utility vehicle, the new Lamborghini Urus, has reached new grounds as the Italian carmaker is disclosing plans to construct...
by - May 26, 2017
The upscale version of the GMC Yukon body-on-frame sport utility vehicle – the GMC Yukon Denali – has been refreshed for the 2018 model year. It now sports a new...
by - May 26, 2017
The largest gathering of Volkswagen and Audi cars in Europe is underway, and the German premium carmaker is displaying the third model of its G-Tron range at the 2017 Worthersee...
by - May 26, 2017
Have you been wondering how much you have to produce to acquire a 2018 Mercedes-Benz S-Class Facelift? Wonder no more, as Mercedes-Benz has already divulged the pricing – at least...
by - May 26, 2017
Following the M3’s new facelift earlier this year, BMW is once again bringing something fresh to the table. In its newest offering, a cheaper version of the high performance sedan...
by - May 26, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries