In Ford Motor Co.’s "Go Further" TV commercials that ran during the week of April 30, 2012, the manufacturer removed references from its widely known name as well as its famous blue oval logo. The company also removed the “Ford” name from the face of the modified 2013 Flex crossover.
The main reason? To remove all preconceptions about the brand and attract customers from US markets where imported cars dominate and where people have developed a bias against the Ford brand.
Ford is hoping to woo customers on the West, East and South coasts to buy the Flex, or the 2013 Escape and Fusion that were shown on the commercials.
Ford says these markets account for 70 percent of US retail sales. Although the Escape and Fusion were among Ford’s top-sellers, the company wants consumers to buy the vehicles because of their own merits and without its name preventing them to do so. Jim Farley, Ford Motor Co.'s global marketing chief, wrote in a recent Ford blog that the commercials were aimed at the brand’s skeptics.
Farley added, that these skeptics have “blinders up when they see a Ford logo,” remarking that unless the company does disruptive and unexpected things, it would not be noticed by them.
Farley even dubbed Ford as a “challenger brand" in the US, which means the company must use unconventional tactics to get the attention of consumers who have been buying only imported brands. For Ford's global marketing chief, clicking on a Web site to look at some vehicles is a different thing from purchasing a new Escape or Fusion.