The plan may as well carry the heading “Operation Don’t Leave Us.” As Ford dealers meet in Las Vegas, the automaker has shifted its focus from luring buyers from other brands to keeping Ford owners in the family.
Helping firm up that relationship are a series of “Built Ford Proud” ads poised to hit the airwaves this weekend, with Breaking Bad star Bryan Cranston serving as the brand’s spokesman. For dealers, product assurances top the most-wanted list. Apparently, they got them.
Miffed that Ford culled the brand’s sedan/small car lineup with little notice or consultation, dealers assembled in Las Vegas were told that low-priced Fords will not go extinct, though Automotive News‘ man on the ground didn’t hear specifics about the brand’s entry-level strategy.
Ford’s president of global markets, Jim Farley, reportedly pledged to offer “several” vehicles in the sub-$25,000 price range. Recently, the planned importation of the Ford Focus Active from China hit a dead end as a result of import tariffs, leaving just the tiny EcoSport crossover as entry-level fare.
Globally, Ford faces steep challenges in China as well as Europe, making its sliding U.S. sales even more of a concern. Year to date, Ford sales fell 2.1 percent stateside. Hoping to retain loyal buyers, the automaker plans to allocate more product to high-volume dealers, while development cycles will be shortened to keep the brand on its toes. A loyalty program will emerge in the coming year, targeted mainly at truck buyers.
By offering rewards, new perks, and boosting the frequency of customer interactions, Ford hopes to keep the love flowing back.
[Image: Ford Motor Company]
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