No. 988
March 20, 2019

About The UjianNasional@PeterMDeLorenzo Author, commentator, influencer. "The Consigliere." Editor-in-Chief of

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OCTOBER 24, 2018

Ford Marketing. 
Editors' Note: Living in a company town such as this one, whenever a big marketing play from one of the car companies is at hand, local journalists are summoned to headquarters, or in the case of Ford's "Built Ford Proud" invited to the dealer meeting in Las Vegas so they could bask in the glow of the goings-on and hopefully, witness the thunderous approval of the campaign by the dealers and associated hangers-on. We have assembled some random quotes from Automotive News and the Detroit Free Press - with our comments - to give you an idea of how this stuff plays out. "The company's got its swagger back," Jim Farley, Ford Motor Co.'s president of global markets, told reporters in Las Vegas. "We think customers are ready to hear directly from a company that says, 'Here's what we're about, this is what makes us different, and we hope you like it.' " The spot is, indeed, conflicted. Ford is trying to be in the here and now and be a player in the future, yet there is Bryan Cranston making fun of companies that talk about the future, which is exactly what Ford has been doing under Hackett's reign for months. And then going after Tesla by countering that there's a Ford Escape in two million garages doesn't make a lick of sense, either. Uh, which looks cooler, the Tesla model S or the Escape? It doesn't matter what the reality is, people think Tesla is cooler/hotter/happening, much to everyone's chagrin in Detroit. "They found a great voice for what we already knew was our voice," Farley continued. "I don't know why we weren't talking that way before. It really had emotional resonance I haven't seen." Really? Resonance for Ford executives, employees and the dealers, maybe, but the wider audience out in the world? As we said, a giant "we'll see." "I think he really captures that no-baloney, real honesty that frankly we don't hear much of anymore," Farley said. "We really wanted to have a theme that ties the whole lineup together." Really, Part II? Now this is flat-out unmitigated bullshit from Jim "I'm a genius just ask me" Farley. This is fucking advertising, lest anyone forget. Plus, this is a theme that ties everything together when "Go Further" and "Built Ford Tough" are still out in the atmosphere? So, which is it? And the print ads? They say: Born in Detroit. Made in America. Famous worldwide. Talk about Lame-O. This is like every other product/company trying to capitalize on the "revitalized" Motor City bandwagon that keeps chugging away. And we like the quoted "ad professionals" in the Free Press praising the campaign while making too much of a deal about the transition from "tough" to "proud." This is just Ford marketers talking to themselves with "promises to lift up 
downtrodden employees" - and that's it exactly. More from the Freep: "Ford executives cite surveys that reinforce the idea that the iconic automaker is one of the most trusted companies in America. At issue, though, is whether that trust is eroding." It isn't about a lack of trust for Ford, it's about a lack of market resonance beyond Ford's loyal customers. Once Ford gets away from the friendly confines of its customer base, it tends to all turn to shit for the company. And finally, Joy Falotico, Ford group vice president and chief marketing officer, said in a statement: "Every Ford employee I know comes to work each day proud to drive a Ford vehicle and to build great products, services and experiences for our customers." Well, good for you, but last time we checked this doesn't exactly constitute a brand strategyAs this week's Rant points out, this campaign is a glorified internal rallying cry, and that's pretty much it. And Farley suggesting that they've finally "got their swagger back" is the epitome of Ford talking to themselves. "Swagger" is not exactly what's needed from Ford right now; good products are, with a meaningful product cadence that makes sense. The Bronco is three years late, and that is simply inexplicable and inexcusable. Besides, talking about "swagger" sounds like tired frat-boy shit to us. We're quite sure the dealer audience (and top Ford execs) now think they've got it goin' on, because at least Cranston gives them a bit of attitude. But for the general public who is supposed to put Ford on a shopping list, or even consider them a player in the future space? We're just. Not. Sure. -PMD and WG.
The newest crate engines from Chevrolet Performance go on display at the SEMA Show at the end of this month in a trio of vintage vehicles that showcase the installation possibilities for builders. The lineup includes a 1973 Chevelle Laguna with the all-new LT5 6.2L supercharged crate engine, a 1967 C/10 with the all-new ZZ6 EFI 5.7L V-8 crate engine, and a 1978 Silverado with the L96 6.0L V-8 crate engine. The Chevelle Laguna features the new LT5 6.2L supercharged crate engine. It’s based on the engine that drives that Corvette ZR1 and is the most powerful production engine ever from Chevrolet, rated at 755 horsepower and 715 lb.-ft. of torque. Chevrolet designers adapted the production ZR1’s carbon fiber hood styling on the Laguna, in a nod to the propulsion system, along with front and rear spoilers that pay homage to the NASCAR racecars of the Seventies. The car rides on a modified suspension and 18-inch wheels.
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