Ford removes name, logo on ads and vehicles to escape preconceptions

Article by Anita Panait, on May 23, 2012

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.

Manager of Global Craftsmanship Peter Bejin said that the more clients get closer to the brand new Ford Escape, the more they will fall in love with it.

Materials were improved, and the execution of the design makes the interior prominently ravishing:

• An instrument panel with soft-touch buttons

• Padded, Wrapped, and stitched armrests at the door

• Deep padding on armrests at the console

• The soft upper roll on the doors

• Removal of sun visor pivots and exposed fasteners in glove box

• Leather-trimmed sport seats with piping on bolster area and contrast stitching

Bejin said that their designers made a midsize car that looks amazing even from 20 feet away. Ford wanted to keep their promise to give a design and craftsmanship that when clients get inside the car and interact with each other inside the new Escape, it will give them the same feeling of enthusiasm that can be felt whether one is a millimeter, an inch, or two feet away.

Showing the new body color options in the US is Ginger Ale, an earthly metallic shade that is less green than ginger ale in a clear glass.

Ginger Ale leads a wide set of new body color choices that include White Platinum Tricoat, Ruby Red, Deep Impact Blue, Frosted Glass Metallic, Kodiak Brown, and also Sterling Gray Metallic, Oxford White, Ingot Silver Metallic and Tuxedo Black.

Striking interior

The masculine, definite body shape goes well with the dynamic, well-built inside of the car showing a better level of technology and craftsmanship.

Chief Designer of Color and Materials Ruth Pauli said that the design of the interior of the brand new Ford Escape is elegant and modern. It achieves the expressive style and improved functionality of the car.

Topics: ford

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