Ford Catches One Of Toyota's Big Fish

Ah, see, you just have to sign up for Ford's newsletters. They're pushing
the Taurus bigtime through their email campaign.

dwight

"Michael Johnson" > wrote in message
...
> My Name Is Nobody wrote:
>> "Michael Johnson" > wrote in message
>> ...
>>> I have yet to see one Taurus commercial. They need a full on ad bliz
>>> for it, IMO.
>>
>> You never saw a commercial for it when it was the Ford 500 either...
>> Ford needs to pull their head out of their ass...
>
> Hopefully they will let this guy from Toyota do that for them. If they
> don't then their future looks very bleak.
>
>>> Tony Alonso wrote:
>>>> The Taurus is already on sale, and there have already been commercials
>>>> that advertise it as one of the safest fullsize cars -
>>>> http://www.autoblog.com/2007/06/15/f...et-to-go-live/
>>>>
>>>> However, there is still "fixing" to do because even with the name
>>>> change, the sales are not where they were hoped to be -
>>>> http://www.autoobserver.com/2007/10/...aurus-wha.html
>>>>
>>>> Michael Johnson wrote:
>>>>
>>>>> The pickup ads are possibly their one bright spot, IMO. They have
>>>>> Mike Rowe from the show "Dirty Jobs" as the spokesman and he is fairly
>>>>> entertaining in them. I see Ford truck commercials quite a bit but I
>>>>> watch The History Channel, Discovery Channel, Science Channel, HGTV,
>>>>> Food Network, National Geographic and reruns of CSI 90% of the time.
>>>>> I think you're not seeing Ford 500 commercials because they are
>>>>> getting ready to badge it as the new Taurus. I see way to many
>>>>> Mercury commercials with that chick. I know they are trying to sell
>>>>> them to women but they need another marketing approach.
>>>>>
>>>>> Ashton Crusher wrote:
>>>>>
>>>>>> I sure hope so. I think most of their commercials suck big time. In
>>>>>> some of them they flash the pictures of the car so fast that you
>>>>>> don't
>>>>>> get a long enough view to even tell what they look like. Maybe it's
>>>>>> just my choice of TV shows but I never see any ads for the 500 and
>>>>>> that should be one of their main profit centers. Come to think of
>>>>>> it,
>>>>>> I don't see a whole lot of ads for their pickups either.
>>>>>>
>>>>>>
>>>>>> On Fri, 12 Oct 2007 19:14:02 -0400, Michael Johnson >
>>>>>> wrote:
>>>>>>
>>>>>>> I read this the other day. I wonder if it will make a difference
>>>>>>> for Ford.
>>>>>>>
>>>>>>> wrote:
>>>>>>>
>>>>>>>> Ford Motor Co. today said that James D. Farley, group vice
>>>>>>>> president
>>>>>>>> of Toyota Motor Co.'s Lexus Division, will be Ford's first chief
>>>>>>>> marketing and communications officer.
>>>>>>>>
>>>>>>>> "We are thrilled to welcome one of the most successful and talented
>>>>>>>> leaders in the industry to the Ford Motor Company team," CEO Alan
>>>>>>>> Mulally said in a statement, confirming a story first reported in
>>>>>>>> this
>>>>>>>> column today. "Jim Farley is well known for innovative marketing
>>>>>>>> strategies that connect great products to today's and tomorrow's
>>>>>>>> customers. Ford's quality and vehicles are now on par with the best
>>>>>>>> of
>>>>>>>> the competition. We look forward to Jim's leadership to combine
>>>>>>>> world-
>>>>>>>> class marketing with our world-class products worldwide."
>>>>>>>>
>>>>>>>> The move is a signature appointment by Mulally, who has openly
>>>>>>>> criticized Ford's marketing efforts and signaled his desire to
>>>>>>>> install
>>>>>>>> top marketing talent at the Glass House. Farley's arrival also will
>>>>>>>> be
>>>>>>>> yet another high-profile defection from vaunted Toyota to a Detroit
>>>>>>>> automaker, suggesting that highly regarded industry pros see
>>>>>>>> opportunity in their beleaguered rivals.
>>>>>>>>
>>>>>>>> "Farley is their superstar," a source familiar with the situation
>>>>>>>> told
>>>>>>>> me today, adding that Ford has been talking with Farley off and on
>>>>>>>> for
>>>>>>>> a year. "It's a done deal. This is a good move for us. This is the
>>>>>>>> guy
>>>>>>>> we wanted. He has an engineering background."
>>>>>>>>
>>>>>>>> The appointment of Farley, 45, was approved today by Ford's
>>>>>>>> directors.
>>>>>>>> As the first head of global marketing and communications for Ford,
>>>>>>>> he
>>>>>>>> would assume what is arguably the industry's most monumental
>>>>>>>> marketing
>>>>>>>> challenge. Ford has foundered amid weak campaigns, discarded and
>>>>>>>> then
>>>>>>>> revived brand names like Taurus, poor product definition and
>>>>>>>> plunging
>>>>>>>> market share.
>>>>>>>>
>>>>>>>> Under Mulally, an aerospace engineer and 37-year veteran of Boeing
>>>>>>>> Co.
>>>>>>>> before arriving at Ford last fall, key marketing decisions -- such
>>>>>>>> as
>>>>>>>> reviving the Taurus model name -- have been pushed by him, a
>>>>>>>> engineer-
>>>>>>>> cum-CEO who understands his limitations in the marketing world.
>>>>>>>>
>>>>>>>> It's hard to overstate the symbolism of Farley's appointment by
>>>>>>>> Ford.
>>>>>>>> That a rising Toyota star, the head of Lexus and a founder of its
>>>>>>>> Scion youth brand would bolt the Japanese juggernaut for the
>>>>>>>> struggling Blue Oval is a testament to Mulally's leadership, the
>>>>>>>> strength of Ford's current lineup, the promise of its future
>>>>>>>> products
>>>>>>>> and the upside in it all.
>>>>>>>>
>>>>>>>> And unlike Chrysler LLC, which could use the opaque world of
>>>>>>>> private
>>>>>>>> equity to woo Farley's old boss, Jim Press, from Toyota North
>>>>>>>> America
>>>>>>>> to Auburn Hills, Ford is doing so in the more transparent world of
>>>>>>>> public companies.
>>>>>>>>
>>>>>>>> These moves are not accidental, but instead telegraph a
>>>>>>>> determination
>>>>>>>> to land top talent at Detroit companies that have historically
>>>>>>>> shunned
>>>>>>>> outsiders. Not anymore. Both Ford and Chrysler now are headed by
>>>>>>>> industry outsiders whose paths to the CEO offices here were paved
>>>>>>>> by
>>>>>>>> their success elsewhere and their willingness to look outside their
>>>>>>>> new companies for the best marketing talent they can find.
>>>>>>>>
>>>>>>>> Mulally, for one, has long been an admirer of Toyota. While head of
>>>>>>>> Boeing's commercial aviation unit, he studied its production
>>>>>>>> methods
>>>>>>>> and adapted them to aircraft assembly. Nor is he shy about
>>>>>>>> conceding
>>>>>>>> that the model he envisions for Ford -- "one Ford," built around
>>>>>>>> the
>>>>>>>> promise of a solid Blue Oval, not ancillary, money-losing luxury
>>>>>>>> brands -- is the Toyota model.
>>>>>>>>
>>>>>>>> Before heading Lexus, the nation's top-selling luxury brand, Farley
>>>>>>>> was group vice president of Toyota Division marketing. He was
>>>>>>>> responsible for all Toyota Division market planning, advertising,
>>>>>>>> merchandising, sales promotion, incentives and Internet activities.
>>>>>>>> He
>>>>>>>> also served as vice president of Scion, Toyota's youth-oriented
>>>>>>>> brand.
>>>>>>>>
>>>>>>>> Farley, who earned a bachelor's degree from Georgetown University
>>>>>>>> and
>>>>>>>> an MBA from UCLA, joined Toyota in 1990 in the strategic-planning
>>>>>>>> department.
>>>>>>>>
>>>>>>>> ---end of article ----
>>>>>>>>
>>>>>>>> Very interesting. First Chrysler lures Toyota's Jim Press away,
>>>>>>>> and
>>>>>>>> now Ford grabs Farley. Either Toyota has an over abundance of
>>>>>>>> talent,
>>>>>>>> is cleaning house after a string of recent recalls or maybe after
>>>>>>>> climbing the mountain to the #1 spot (it's easier to get there than
>>>>>>>> stay there) it's starting to come apart at the seams. We shall
>>>>>>>> see...
>>>>>>>>
>>>>>>>> Patrick
>>>>>>>>
>>

Bah. We'll see how many ads Ford has in the next Superbowl. That'll
tell the real story.


"dwight" > wrote in
:

> Ah, see, you just have to sign up for Ford's newsletters. They're
> pushing the Taurus bigtime through their email campaign.
>
> dwight
>
> "Michael Johnson" > wrote in message
> ...
>> My Name Is Nobody wrote:
>>> "Michael Johnson" > wrote in message
>>> ...
>>>> I have yet to see one Taurus commercial. They need a full on ad
>>>> bliz for it, IMO.
>>>
>>> You never saw a commercial for it when it was the Ford 500 either...
>>> Ford needs to pull their head out of their ass...
>>
>> Hopefully they will let this guy from Toyota do that for them. If
>> they don't then their future looks very bleak.
>>
>>>> Tony Alonso wrote:
>>>>> The Taurus is already on sale, and there have already been
>>>>> commercials that advertise it as one of the safest fullsize cars -
>>>>> http://www.autoblog.com/2007/06/15/f...ty-ads-set-to-
go
>>>>> -live/
>>>>>
>>>>> However, there is still "fixing" to do because even with the name
>>>>> change, the sales are not where they were hoped to be -
>>>>> http://www.autoobserver.com/2007/10/...aurus-wha.html
>>>>>
>>>>> Michael Johnson wrote:
>>>>>
>>>>>> The pickup ads are possibly their one bright spot, IMO. They
>>>>>> have Mike Rowe from the show "Dirty Jobs" as the spokesman and he
>>>>>> is fairly entertaining in them. I see Ford truck commercials
>>>>>> quite a bit but I watch The History Channel, Discovery Channel,
>>>>>> Science Channel, HGTV, Food Network, National Geographic and
>>>>>> reruns of CSI 90% of the time. I think you're not seeing Ford 500
>>>>>> commercials because they are getting ready to badge it as the new
>>>>>> Taurus. I see way to many Mercury commercials with that chick.
>>>>>> I know they are trying to sell them to women but they need
>>>>>> another marketing approach.
>>>>>>
>>>>>> Ashton Crusher wrote:
>>>>>>
>>>>>>> I sure hope so. I think most of their commercials suck big
>>>>>>> time. In some of them they flash the pictures of the car so
>>>>>>> fast that you don't
>>>>>>> get a long enough view to even tell what they look like. Maybe
>>>>>>> it's just my choice of TV shows but I never see any ads for the
>>>>>>> 500 and that should be one of their main profit centers. Come
>>>>>>> to think of it,
>>>>>>> I don't see a whole lot of ads for their pickups either.
>>>>>>>
>>>>>>>
>>>>>>> On Fri, 12 Oct 2007 19:14:02 -0400, Michael Johnson
>>>>>>> > wrote:
>>>>>>>
>>>>>>>> I read this the other day. I wonder if it will make a
>>>>>>>> difference for Ford.
>>>>>>>>
>>>>>>>> wrote:
>>>>>>>>
>>>>>>>>> Ford Motor Co. today said that James D. Farley, group vice
>>>>>>>>> president
>>>>>>>>> of Toyota Motor Co.'s Lexus Division, will be Ford's first
>>>>>>>>> chief marketing and communications officer.
>>>>>>>>>
>>>>>>>>> "We are thrilled to welcome one of the most successful and
>>>>>>>>> talented leaders in the industry to the Ford Motor Company
>>>>>>>>> team," CEO Alan Mulally said in a statement, confirming a
>>>>>>>>> story first reported in this
>>>>>>>>> column today. "Jim Farley is well known for innovative
>>>>>>>>> marketing strategies that connect great products to today's
>>>>>>>>> and tomorrow's customers. Ford's quality and vehicles are now
>>>>>>>>> on par with the best of
>>>>>>>>> the competition. We look forward to Jim's leadership to
>>>>>>>>> combine world-
>>>>>>>>> class marketing with our world-class products worldwide."
>>>>>>>>>
>>>>>>>>> The move is a signature appointment by Mulally, who has openly
>>>>>>>>> criticized Ford's marketing efforts and signaled his desire to
>>>>>>>>> install
>>>>>>>>> top marketing talent at the Glass House. Farley's arrival also
>>>>>>>>> will be
>>>>>>>>> yet another high-profile defection from vaunted Toyota to a
>>>>>>>>> Detroit automaker, suggesting that highly regarded industry
>>>>>>>>> pros see opportunity in their beleaguered rivals.
>>>>>>>>>
>>>>>>>>> "Farley is their superstar," a source familiar with the
>>>>>>>>> situation told
>>>>>>>>> me today, adding that Ford has been talking with Farley off
>>>>>>>>> and on for
>>>>>>>>> a year. "It's a done deal. This is a good move for us. This is
>>>>>>>>> the guy
>>>>>>>>> we wanted. He has an engineering background."
>>>>>>>>>
>>>>>>>>> The appointment of Farley, 45, was approved today by Ford's
>>>>>>>>> directors.
>>>>>>>>> As the first head of global marketing and communications for
>>>>>>>>> Ford, he
>>>>>>>>> would assume what is arguably the industry's most monumental
>>>>>>>>> marketing
>>>>>>>>> challenge. Ford has foundered amid weak campaigns, discarded
>>>>>>>>> and then
>>>>>>>>> revived brand names like Taurus, poor product definition and
>>>>>>>>> plunging
>>>>>>>>> market share.
>>>>>>>>>
>>>>>>>>> Under Mulally, an aerospace engineer and 37-year veteran of
>>>>>>>>> Boeing Co.
>>>>>>>>> before arriving at Ford last fall, key marketing decisions --
>>>>>>>>> such as
>>>>>>>>> reviving the Taurus model name -- have been pushed by him, a
>>>>>>>>> engineer-
>>>>>>>>> cum-CEO who understands his limitations in the marketing
>>>>>>>>> world.
>>>>>>>>>
>>>>>>>>> It's hard to overstate the symbolism of Farley's appointment
>>>>>>>>> by Ford.
>>>>>>>>> That a rising Toyota star, the head of Lexus and a founder of
>>>>>>>>> its Scion youth brand would bolt the Japanese juggernaut for
>>>>>>>>> the struggling Blue Oval is a testament to Mulally's
>>>>>>>>> leadership, the strength of Ford's current lineup, the promise
>>>>>>>>> of its future products
>>>>>>>>> and the upside in it all.
>>>>>>>>>
>>>>>>>>> And unlike Chrysler LLC, which could use the opaque world of
>>>>>>>>> private
>>>>>>>>> equity to woo Farley's old boss, Jim Press, from Toyota North
>>>>>>>>> America
>>>>>>>>> to Auburn Hills, Ford is doing so in the more transparent
>>>>>>>>> world of public companies.
>>>>>>>>>
>>>>>>>>> These moves are not accidental, but instead telegraph a
>>>>>>>>> determination
>>>>>>>>> to land top talent at Detroit companies that have historically
>>>>>>>>> shunned
>>>>>>>>> outsiders. Not anymore. Both Ford and Chrysler now are headed
>>>>>>>>> by industry outsiders whose paths to the CEO offices here were
>>>>>>>>> paved by
>>>>>>>>> their success elsewhere and their willingness to look outside
>>>>>>>>> their new companies for the best marketing talent they can
>>>>>>>>> find.
>>>>>>>>>
>>>>>>>>> Mulally, for one, has long been an admirer of Toyota. While
>>>>>>>>> head of Boeing's commercial aviation unit, he studied its
>>>>>>>>> production methods
>>>>>>>>> and adapted them to aircraft assembly. Nor is he shy about
>>>>>>>>> conceding
>>>>>>>>> that the model he envisions for Ford -- "one Ford," built
>>>>>>>>> around the
>>>>>>>>> promise of a solid Blue Oval, not ancillary, money-losing
>>>>>>>>> luxury brands -- is the Toyota model.
>>>>>>>>>
>>>>>>>>> Before heading Lexus, the nation's top-selling luxury brand,
>>>>>>>>> Farley was group vice president of Toyota Division marketing.
>>>>>>>>> He was responsible for all Toyota Division market planning,
>>>>>>>>> advertising, merchandising, sales promotion, incentives and
>>>>>>>>> Internet activities. He
>>>>>>>>> also served as vice president of Scion, Toyota's
>>>>>>>>> youth-oriented brand.
>>>>>>>>>
>>>>>>>>> Farley, who earned a bachelor's degree from Georgetown
>>>>>>>>> University and
>>>>>>>>> an MBA from UCLA, joined Toyota in 1990 in the
>>>>>>>>> strategic-planning department.
>>>>>>>>>
>>>>>>>>> ---end of article ----
>>>>>>>>>
>>>>>>>>> Very interesting. First Chrysler lures Toyota's Jim Press
>>>>>>>>> away, and
>>>>>>>>> now Ford grabs Farley. Either Toyota has an over abundance of
>>>>>>>>> talent,
>>>>>>>>> is cleaning house after a string of recent recalls or maybe
>>>>>>>>> after climbing the mountain to the #1 spot (it's easier to get
>>>>>>>>> there than stay there) it's starting to come apart at the
>>>>>>>>> seams. We shall see...
>>>>>>>>>
>>>>>>>>> Patrick
>>>>>>>>>
>>>
>
>

I don't think Ford is going to turn things around through an email
campaign but then I'm not a marketing guru. I would think they should
play off the past popularity of the Taurus in the commercials. Show a
lineage or history of the Taurus brand and remind us of why it was the
best selling car for several years running and state this is by far the
best Taurus ever made and is in the spirit of the original. Maybe take
a few pages from the Mustang's marketing play book. The Taurus is one
of the few cars it has left with any name recognition and, IMO, one of
the few that has the potential to sell 300k-400k units a year. I should
be seeing a Taurus commercial every hour for the next several weeks. I
think it would give better results than playing a Mercury Milan
commercial every hour.

dwight wrote:
> Ah, see, you just have to sign up for Ford's newsletters. They're pushing
> the Taurus bigtime through their email campaign.
>
> dwight
>
> "Michael Johnson" > wrote in message
> ...
>> My Name Is Nobody wrote:
>>> "Michael Johnson" > wrote in message
>>> ...
>>>> I have yet to see one Taurus commercial. They need a full on ad bliz
>>>> for it, IMO.
>>> You never saw a commercial for it when it was the Ford 500 either...
>>> Ford needs to pull their head out of their ass...
>> Hopefully they will let this guy from Toyota do that for them. If they
>> don't then their future looks very bleak.
>>
>>>> Tony Alonso wrote:
>>>>> The Taurus is already on sale, and there have already been commercials
>>>>> that advertise it as one of the safest fullsize cars -
>>>>> http://www.autoblog.com/2007/06/15/f...et-to-go-live/
>>>>>
>>>>> However, there is still "fixing" to do because even with the name
>>>>> change, the sales are not where they were hoped to be -
>>>>> http://www.autoobserver.com/2007/10/...aurus-wha.html
>>>>>
>>>>> Michael Johnson wrote:
>>>>>
>>>>>> The pickup ads are possibly their one bright spot, IMO. They have
>>>>>> Mike Rowe from the show "Dirty Jobs" as the spokesman and he is fairly
>>>>>> entertaining in them. I see Ford truck commercials quite a bit but I
>>>>>> watch The History Channel, Discovery Channel, Science Channel, HGTV,
>>>>>> Food Network, National Geographic and reruns of CSI 90% of the time.
>>>>>> I think you're not seeing Ford 500 commercials because they are
>>>>>> getting ready to badge it as the new Taurus. I see way to many
>>>>>> Mercury commercials with that chick. I know they are trying to sell
>>>>>> them to women but they need another marketing approach.
>>>>>>
>>>>>> Ashton Crusher wrote:
>>>>>>
>>>>>>> I sure hope so. I think most of their commercials suck big time. In
>>>>>>> some of them they flash the pictures of the car so fast that you
>>>>>>> don't
>>>>>>> get a long enough view to even tell what they look like. Maybe it's
>>>>>>> just my choice of TV shows but I never see any ads for the 500 and
>>>>>>> that should be one of their main profit centers. Come to think of
>>>>>>> it,
>>>>>>> I don't see a whole lot of ads for their pickups either.
>>>>>>>
>>>>>>>
>>>>>>> On Fri, 12 Oct 2007 19:14:02 -0400, Michael Johnson >
>>>>>>> wrote:
>>>>>>>
>>>>>>>> I read this the other day. I wonder if it will make a difference
>>>>>>>> for Ford.
>>>>>>>>
>>>>>>>> wrote:
>>>>>>>>
>>>>>>>>> Ford Motor Co. today said that James D. Farley, group vice
>>>>>>>>> president
>>>>>>>>> of Toyota Motor Co.'s Lexus Division, will be Ford's first chief
>>>>>>>>> marketing and communications officer.
>>>>>>>>>
>>>>>>>>> "We are thrilled to welcome one of the most successful and talented
>>>>>>>>> leaders in the industry to the Ford Motor Company team," CEO Alan
>>>>>>>>> Mulally said in a statement, confirming a story first reported in
>>>>>>>>> this
>>>>>>>>> column today. "Jim Farley is well known for innovative marketing
>>>>>>>>> strategies that connect great products to today's and tomorrow's
>>>>>>>>> customers. Ford's quality and vehicles are now on par with the best
>>>>>>>>> of
>>>>>>>>> the competition. We look forward to Jim's leadership to combine
>>>>>>>>> world-
>>>>>>>>> class marketing with our world-class products worldwide."
>>>>>>>>>
>>>>>>>>> The move is a signature appointment by Mulally, who has openly
>>>>>>>>> criticized Ford's marketing efforts and signaled his desire to
>>>>>>>>> install
>>>>>>>>> top marketing talent at the Glass House. Farley's arrival also will
>>>>>>>>> be
>>>>>>>>> yet another high-profile defection from vaunted Toyota to a Detroit
>>>>>>>>> automaker, suggesting that highly regarded industry pros see
>>>>>>>>> opportunity in their beleaguered rivals.
>>>>>>>>>
>>>>>>>>> "Farley is their superstar," a source familiar with the situation
>>>>>>>>> told
>>>>>>>>> me today, adding that Ford has been talking with Farley off and on
>>>>>>>>> for
>>>>>>>>> a year. "It's a done deal. This is a good move for us. This is the
>>>>>>>>> guy
>>>>>>>>> we wanted. He has an engineering background."
>>>>>>>>>
>>>>>>>>> The appointment of Farley, 45, was approved today by Ford's
>>>>>>>>> directors.
>>>>>>>>> As the first head of global marketing and communications for Ford,
>>>>>>>>> he
>>>>>>>>> would assume what is arguably the industry's most monumental
>>>>>>>>> marketing
>>>>>>>>> challenge. Ford has foundered amid weak campaigns, discarded and
>>>>>>>>> then
>>>>>>>>> revived brand names like Taurus, poor product definition and
>>>>>>>>> plunging
>>>>>>>>> market share.
>>>>>>>>>
>>>>>>>>> Under Mulally, an aerospace engineer and 37-year veteran of Boeing
>>>>>>>>> Co.
>>>>>>>>> before arriving at Ford last fall, key marketing decisions -- such
>>>>>>>>> as
>>>>>>>>> reviving the Taurus model name -- have been pushed by him, a
>>>>>>>>> engineer-
>>>>>>>>> cum-CEO who understands his limitations in the marketing world.
>>>>>>>>>
>>>>>>>>> It's hard to overstate the symbolism of Farley's appointment by
>>>>>>>>> Ford.
>>>>>>>>> That a rising Toyota star, the head of Lexus and a founder of its
>>>>>>>>> Scion youth brand would bolt the Japanese juggernaut for the
>>>>>>>>> struggling Blue Oval is a testament to Mulally's leadership, the
>>>>>>>>> strength of Ford's current lineup, the promise of its future
>>>>>>>>> products
>>>>>>>>> and the upside in it all.
>>>>>>>>>
>>>>>>>>> And unlike Chrysler LLC, which could use the opaque world of
>>>>>>>>> private
>>>>>>>>> equity to woo Farley's old boss, Jim Press, from Toyota North
>>>>>>>>> America
>>>>>>>>> to Auburn Hills, Ford is doing so in the more transparent world of
>>>>>>>>> public companies.
>>>>>>>>>
>>>>>>>>> These moves are not accidental, but instead telegraph a
>>>>>>>>> determination
>>>>>>>>> to land top talent at Detroit companies that have historically
>>>>>>>>> shunned
>>>>>>>>> outsiders. Not anymore. Both Ford and Chrysler now are headed by
>>>>>>>>> industry outsiders whose paths to the CEO offices here were paved
>>>>>>>>> by
>>>>>>>>> their success elsewhere and their willingness to look outside their
>>>>>>>>> new companies for the best marketing talent they can find.
>>>>>>>>>
>>>>>>>>> Mulally, for one, has long been an admirer of Toyota. While head of
>>>>>>>>> Boeing's commercial aviation unit, he studied its production
>>>>>>>>> methods
>>>>>>>>> and adapted them to aircraft assembly. Nor is he shy about
>>>>>>>>> conceding
>>>>>>>>> that the model he envisions for Ford -- "one Ford," built around
>>>>>>>>> the
>>>>>>>>> promise of a solid Blue Oval, not ancillary, money-losing luxury
>>>>>>>>> brands -- is the Toyota model.
>>>>>>>>>
>>>>>>>>> Before heading Lexus, the nation's top-selling luxury brand, Farley
>>>>>>>>> was group vice president of Toyota Division marketing. He was
>>>>>>>>> responsible for all Toyota Division market planning, advertising,
>>>>>>>>> merchandising, sales promotion, incentives and Internet activities.
>>>>>>>>> He
>>>>>>>>> also served as vice president of Scion, Toyota's youth-oriented
>>>>>>>>> brand.
>>>>>>>>>
>>>>>>>>> Farley, who earned a bachelor's degree from Georgetown University
>>>>>>>>> and
>>>>>>>>> an MBA from UCLA, joined Toyota in 1990 in the strategic-planning
>>>>>>>>> department.
>>>>>>>>>
>>>>>>>>> ---end of article ----
>>>>>>>>>
>>>>>>>>> Very interesting. First Chrysler lures Toyota's Jim Press away,
>>>>>>>>> and
>>>>>>>>> now Ford grabs Farley. Either Toyota has an over abundance of
>>>>>>>>> talent,
>>>>>>>>> is cleaning house after a string of recent recalls or maybe after
>>>>>>>>> climbing the mountain to the #1 spot (it's easier to get there than
>>>>>>>>> stay there) it's starting to come apart at the seams. We shall
>>>>>>>>> see...
>>>>>>>>>
>>>>>>>>> Patrick
>>>>>>>>>
>

Ford will probably air commercials in the Super Bowl that is worthless
for generating meaningful sales. Something like showing a GT500 or just
flash concept cars that no one can buy. All I can say is this new guy
from Toyota has his work cut out for him.

Joe wrote:
> Bah. We'll see how many ads Ford has in the next Superbowl. That'll
> tell the real story.
>
>
> "dwight" > wrote in
> :
>
>> Ah, see, you just have to sign up for Ford's newsletters. They're
>> pushing the Taurus bigtime through their email campaign.
>>
>> dwight
>>
>> "Michael Johnson" > wrote in message
>> ...
>>> My Name Is Nobody wrote:
>>>> "Michael Johnson" > wrote in message
>>>> ...
>>>>> I have yet to see one Taurus commercial. They need a full on ad
>>>>> bliz for it, IMO.
>>>> You never saw a commercial for it when it was the Ford 500 either...
>>>> Ford needs to pull their head out of their ass...
>>> Hopefully they will let this guy from Toyota do that for them. If
>>> they don't then their future looks very bleak.
>>>
>>>>> Tony Alonso wrote:
>>>>>> The Taurus is already on sale, and there have already been
>>>>>> commercials that advertise it as one of the safest fullsize cars -
>>>>>> http://www.autoblog.com/2007/06/15/f...ty-ads-set-to-
> go
>>>>>> -live/
>>>>>>
>>>>>> However, there is still "fixing" to do because even with the name
>>>>>> change, the sales are not where they were hoped to be -
>>>>>> http://www.autoobserver.com/2007/10/...aurus-wha.html
>>>>>>
>>>>>> Michael Johnson wrote:
>>>>>>
>>>>>>> The pickup ads are possibly their one bright spot, IMO. They
>>>>>>> have Mike Rowe from the show "Dirty Jobs" as the spokesman and he
>>>>>>> is fairly entertaining in them. I see Ford truck commercials
>>>>>>> quite a bit but I watch The History Channel, Discovery Channel,
>>>>>>> Science Channel, HGTV, Food Network, National Geographic and
>>>>>>> reruns of CSI 90% of the time. I think you're not seeing Ford 500
>>>>>>> commercials because they are getting ready to badge it as the new
>>>>>>> Taurus. I see way to many Mercury commercials with that chick.
>>>>>>> I know they are trying to sell them to women but they need
>>>>>>> another marketing approach.
>>>>>>>
>>>>>>> Ashton Crusher wrote:
>>>>>>>
>>>>>>>> I sure hope so. I think most of their commercials suck big
>>>>>>>> time. In some of them they flash the pictures of the car so
>>>>>>>> fast that you don't
>>>>>>>> get a long enough view to even tell what they look like. Maybe
>>>>>>>> it's just my choice of TV shows but I never see any ads for the
>>>>>>>> 500 and that should be one of their main profit centers. Come
>>>>>>>> to think of it,
>>>>>>>> I don't see a whole lot of ads for their pickups either.
>>>>>>>>
>>>>>>>>
>>>>>>>> On Fri, 12 Oct 2007 19:14:02 -0400, Michael Johnson
>>>>>>>> > wrote:
>>>>>>>>
>>>>>>>>> I read this the other day. I wonder if it will make a
>>>>>>>>> difference for Ford.
>>>>>>>>>
>>>>>>>>> wrote:
>>>>>>>>>
>>>>>>>>>> Ford Motor Co. today said that James D. Farley, group vice
>>>>>>>>>> president
>>>>>>>>>> of Toyota Motor Co.'s Lexus Division, will be Ford's first
>>>>>>>>>> chief marketing and communications officer.
>>>>>>>>>>
>>>>>>>>>> "We are thrilled to welcome one of the most successful and
>>>>>>>>>> talented leaders in the industry to the Ford Motor Company
>>>>>>>>>> team," CEO Alan Mulally said in a statement, confirming a
>>>>>>>>>> story first reported in this
>>>>>>>>>> column today. "Jim Farley is well known for innovative
>>>>>>>>>> marketing strategies that connect great products to today's
>>>>>>>>>> and tomorrow's customers. Ford's quality and vehicles are now
>>>>>>>>>> on par with the best of
>>>>>>>>>> the competition. We look forward to Jim's leadership to
>>>>>>>>>> combine world-
>>>>>>>>>> class marketing with our world-class products worldwide."
>>>>>>>>>>
>>>>>>>>>> The move is a signature appointment by Mulally, who has openly
>>>>>>>>>> criticized Ford's marketing efforts and signaled his desire to
>>>>>>>>>> install
>>>>>>>>>> top marketing talent at the Glass House. Farley's arrival also
>>>>>>>>>> will be
>>>>>>>>>> yet another high-profile defection from vaunted Toyota to a
>>>>>>>>>> Detroit automaker, suggesting that highly regarded industry
>>>>>>>>>> pros see opportunity in their beleaguered rivals.
>>>>>>>>>>
>>>>>>>>>> "Farley is their superstar," a source familiar with the
>>>>>>>>>> situation told
>>>>>>>>>> me today, adding that Ford has been talking with Farley off
>>>>>>>>>> and on for
>>>>>>>>>> a year. "It's a done deal. This is a good move for us. This is
>>>>>>>>>> the guy
>>>>>>>>>> we wanted. He has an engineering background."
>>>>>>>>>>
>>>>>>>>>> The appointment of Farley, 45, was approved today by Ford's
>>>>>>>>>> directors.
>>>>>>>>>> As the first head of global marketing and communications for
>>>>>>>>>> Ford, he
>>>>>>>>>> would assume what is arguably the industry's most monumental
>>>>>>>>>> marketing
>>>>>>>>>> challenge. Ford has foundered amid weak campaigns, discarded
>>>>>>>>>> and then
>>>>>>>>>> revived brand names like Taurus, poor product definition and
>>>>>>>>>> plunging
>>>>>>>>>> market share.
>>>>>>>>>>
>>>>>>>>>> Under Mulally, an aerospace engineer and 37-year veteran of
>>>>>>>>>> Boeing Co.
>>>>>>>>>> before arriving at Ford last fall, key marketing decisions --
>>>>>>>>>> such as
>>>>>>>>>> reviving the Taurus model name -- have been pushed by him, a
>>>>>>>>>> engineer-
>>>>>>>>>> cum-CEO who understands his limitations in the marketing
>>>>>>>>>> world.
>>>>>>>>>>
>>>>>>>>>> It's hard to overstate the symbolism of Farley's appointment
>>>>>>>>>> by Ford.
>>>>>>>>>> That a rising Toyota star, the head of Lexus and a founder of
>>>>>>>>>> its Scion youth brand would bolt the Japanese juggernaut for
>>>>>>>>>> the struggling Blue Oval is a testament to Mulally's
>>>>>>>>>> leadership, the strength of Ford's current lineup, the promise
>>>>>>>>>> of its future products
>>>>>>>>>> and the upside in it all.
>>>>>>>>>>
>>>>>>>>>> And unlike Chrysler LLC, which could use the opaque world of
>>>>>>>>>> private
>>>>>>>>>> equity to woo Farley's old boss, Jim Press, from Toyota North
>>>>>>>>>> America
>>>>>>>>>> to Auburn Hills, Ford is doing so in the more transparent
>>>>>>>>>> world of public companies.
>>>>>>>>>>
>>>>>>>>>> These moves are not accidental, but instead telegraph a
>>>>>>>>>> determination
>>>>>>>>>> to land top talent at Detroit companies that have historically
>>>>>>>>>> shunned
>>>>>>>>>> outsiders. Not anymore. Both Ford and Chrysler now are headed
>>>>>>>>>> by industry outsiders whose paths to the CEO offices here were
>>>>>>>>>> paved by
>>>>>>>>>> their success elsewhere and their willingness to look outside
>>>>>>>>>> their new companies for the best marketing talent they can
>>>>>>>>>> find.
>>>>>>>>>>
>>>>>>>>>> Mulally, for one, has long been an admirer of Toyota. While
>>>>>>>>>> head of Boeing's commercial aviation unit, he studied its
>>>>>>>>>> production methods
>>>>>>>>>> and adapted them to aircraft assembly. Nor is he shy about
>>>>>>>>>> conceding
>>>>>>>>>> that the model he envisions for Ford -- "one Ford," built
>>>>>>>>>> around the
>>>>>>>>>> promise of a solid Blue Oval, not ancillary, money-losing
>>>>>>>>>> luxury brands -- is the Toyota model.
>>>>>>>>>>
>>>>>>>>>> Before heading Lexus, the nation's top-selling luxury brand,
>>>>>>>>>> Farley was group vice president of Toyota Division marketing.
>>>>>>>>>> He was responsible for all Toyota Division market planning,
>>>>>>>>>> advertising, merchandising, sales promotion, incentives and
>>>>>>>>>> Internet activities. He
>>>>>>>>>> also served as vice president of Scion, Toyota's
>>>>>>>>>> youth-oriented brand.
>>>>>>>>>>
>>>>>>>>>> Farley, who earned a bachelor's degree from Georgetown
>>>>>>>>>> University and
>>>>>>>>>> an MBA from UCLA, joined Toyota in 1990 in the
>>>>>>>>>> strategic-planning department.
>>>>>>>>>>
>>>>>>>>>> ---end of article ----
>>>>>>>>>>
>>>>>>>>>> Very interesting. First Chrysler lures Toyota's Jim Press
>>>>>>>>>> away, and
>>>>>>>>>> now Ford grabs Farley. Either Toyota has an over abundance of
>>>>>>>>>> talent,
>>>>>>>>>> is cleaning house after a string of recent recalls or maybe
>>>>>>>>>> after climbing the mountain to the #1 spot (it's easier to get
>>>>>>>>>> there than stay there) it's starting to come apart at the
>>>>>>>>>> seams. We shall see...
>>>>>>>>>>
>>>>>>>>>> Patrick
>>>>>>>>>>
>>
>

On Oct 14, 8:10 pm, WindsorFox > wrote:

> I always hated the Chevy truck ads where they always
> compare themselves to Ford by name. IMO that's a sign of someone who
> knows they are behind and disparate to catch up, knowing their product
> is inferior.

I could not agree more! To cite the competition in your ads by name
is, IMO, affirming/reminding that THEY are the standard. Dumb, dumb,
dumb...

Patrick

On Oct 15, 7:22 pm, wrote:

> Hey Patrick,

Hello, 180. Good to see you around again!

> I know you suggested long ago how great it would be if
> Toyota or Nissan would throw a V8 into a rear drive coupe and enter
> the ponycar wars. I think you were posting about this before Chevy
> came up with the Camaro concept or Dodge with the Challenger.

Yes I was.

> Well
> the latest Road & Track mentions that an Asian automaker is going to
> do this for 2009 or 2010, can't remember which.

It's Hyundai.

> But it's a Korean,
> not a Japanese make. The next Hyundai Tiburon will be rear drive and
> have an available V8.

That's the one. It's being referred to as the "Korean Mustang". I
posted the news in here a while back. You can search the NG if you
want the details/link.

> Being Hyundai, I would expect them to undercut
> the Mustang GT by a few thousand, and the Dodge and the Chevy by even
> more (since it's unlikely the V8 versions of either of these two will
> price out within $5000 of a Mustang).

The Detroit Three, while trying to keep a competitive price, will have
to sell/infuse their legacy in much the same way Harley Davidson has.
While it's inevitable they'll lose some sales with the added
competition, if market their heritage well they'll beat the Koreans in
the pony car market.

Patrick

On Oct 18, 8:46 am, Michael Johnson > wrote:

> I don't think Ford is going to turn things around through an email
> campaign but then I'm not a marketing guru. I would think they should
> play off the past popularity of the Taurus in the commercials. Show a
> lineage or history of the Taurus brand and remind us of why it was the
> best selling car for several years running and state this is by far the
> best Taurus ever made and is in the spirit of the original. Maybe take
> a few pages from the Mustang's marketing play book. The Taurus is one
> of the few cars it has left with any name recognition and, IMO, one of
> the few that has the potential to sell 300k-400k units a year. I should
> be seeing a Taurus commercial every hour for the next several weeks. I
> think it would give better results than playing a Mercury Milan
> commercial every hour.

Mike,

I think it's too late for this approach. It would have worked if when
the Ford 500 debuted it was called the Taurus. But now, everyone
knows the "new Taurus", dispite it's latest improvements, is still
just a rebadged Ford 500. Maybe when this marketing goof-up fades
after a few years and an all-new Taurus is designed then they can play
on the heritage.

Patrick

"Michael Johnson" > wrote in message
...
>I don't think Ford is going to turn things around through an email campaign
>but then I'm not a marketing guru. I would think they should play off the
>past popularity of the Taurus in the commercials. Show a lineage or
>history of the Taurus brand and remind us of why it was the best selling
>car for several years running and state this is by far the best Taurus ever
>made and is in the spirit of the original. Maybe take a few pages from the
>Mustang's marketing play book. The Taurus is one of the few cars it has
>left with any name recognition and, IMO, one of the few that has the
>potential to sell 300k-400k units a year. I should be seeing a Taurus
>commercial every hour for the next several weeks. I think it would give
>better results than playing a Mercury Milan commercial every hour.

Saw a Taurus commercial last night. Got a $750 coupon on a new Ford truck in
my email today.

I'm still laughing about the entire Taurus debacle. They killed off a great
moneymaker (although still building them for fleets and rental companies).
Why would you make them for businesses but NOT offer them to the buying
public, who probably believed that the car was gone entirely?

So now they're stuck with a Ford Five Hundred that nobody wants, and some
poor underpaid schlub at Ford says, why not rebadge 'em all as Taurae?
Intuitive thinking, that. So they rebadge the 500's, and, lo and behold,
they start selling.

But, ever an entire selling season behind the curve, Ford is probably now
trying to market the Taurus with the same marketing budget they had approved
for the 500. Next year, I'm sure, based on the previous year's sales, the
Taurus' marketing budget will increase slightly.

It's kinda like... when your football team stunk the previous year, you
don't get invited to play on Monday Night Football this year.

dwight


> dwight wrote:
>> Ah, see, you just have to sign up for Ford's newsletters. They're pushing
>> the Taurus bigtime through their email campaign.
>>
>> dwight
>>
>> "Michael Johnson" > wrote in message
>> ...
>>> My Name Is Nobody wrote:
>>>> "Michael Johnson" > wrote in message
>>>> ...
>>>>> I have yet to see one Taurus commercial. They need a full on ad bliz
>>>>> for it, IMO.
>>>> You never saw a commercial for it when it was the Ford 500 either...
>>>> Ford needs to pull their head out of their ass...
>>> Hopefully they will let this guy from Toyota do that for them. If they
>>> don't then their future looks very bleak.
>>>
>>>>> Tony Alonso wrote:
>>>>>> The Taurus is already on sale, and there have already been
>>>>>> commercials that advertise it as one of the safest fullsize cars -
>>>>>> http://www.autoblog.com/2007/06/15/f...et-to-go-live/
>>>>>>
>>>>>> However, there is still "fixing" to do because even with the name
>>>>>> change, the sales are not where they were hoped to be -
>>>>>> http://www.autoobserver.com/2007/10/...aurus-wha.html
>>>>>>
>>>>>> Michael Johnson wrote:
>>>>>>
>>>>>>> The pickup ads are possibly their one bright spot, IMO. They have
>>>>>>> Mike Rowe from the show "Dirty Jobs" as the spokesman and he is
>>>>>>> fairly entertaining in them. I see Ford truck commercials quite a
>>>>>>> bit but I watch The History Channel, Discovery Channel, Science
>>>>>>> Channel, HGTV, Food Network, National Geographic and reruns of CSI
>>>>>>> 90% of the time. I think you're not seeing Ford 500 commercials
>>>>>>> because they are getting ready to badge it as the new Taurus. I see
>>>>>>> way to many Mercury commercials with that chick. I know they are
>>>>>>> trying to sell them to women but they need another marketing
>>>>>>> approach.
>>>>>>>
>>>>>>> Ashton Crusher wrote:
>>>>>>>
>>>>>>>> I sure hope so. I think most of their commercials suck big time.
>>>>>>>> In
>>>>>>>> some of them they flash the pictures of the car so fast that you
>>>>>>>> don't
>>>>>>>> get a long enough view to even tell what they look like. Maybe
>>>>>>>> it's
>>>>>>>> just my choice of TV shows but I never see any ads for the 500 and
>>>>>>>> that should be one of their main profit centers. Come to think of
>>>>>>>> it,
>>>>>>>> I don't see a whole lot of ads for their pickups either.
>>>>>>>>
>>>>>>>>
>>>>>>>> On Fri, 12 Oct 2007 19:14:02 -0400, Michael Johnson >
>>>>>>>> wrote:
>>>>>>>>
>>>>>>>>> I read this the other day. I wonder if it will make a difference
>>>>>>>>> for Ford.
>>>>>>>>>
>>>>>>>>> wrote:
>>>>>>>>>
>>>>>>>>>> Ford Motor Co. today said that James D. Farley, group vice
>>>>>>>>>> president
>>>>>>>>>> of Toyota Motor Co.'s Lexus Division, will be Ford's first chief
>>>>>>>>>> marketing and communications officer.
>>>>>>>>>>
>>>>>>>>>> "We are thrilled to welcome one of the most successful and
>>>>>>>>>> talented
>>>>>>>>>> leaders in the industry to the Ford Motor Company team," CEO Alan
>>>>>>>>>> Mulally said in a statement, confirming a story first reported in
>>>>>>>>>> this
>>>>>>>>>> column today. "Jim Farley is well known for innovative marketing
>>>>>>>>>> strategies that connect great products to today's and tomorrow's
>>>>>>>>>> customers. Ford's quality and vehicles are now on par with the
>>>>>>>>>> best of
>>>>>>>>>> the competition. We look forward to Jim's leadership to combine
>>>>>>>>>> world-
>>>>>>>>>> class marketing with our world-class products worldwide."
>>>>>>>>>>
>>>>>>>>>> The move is a signature appointment by Mulally, who has openly
>>>>>>>>>> criticized Ford's marketing efforts and signaled his desire to
>>>>>>>>>> install
>>>>>>>>>> top marketing talent at the Glass House. Farley's arrival also
>>>>>>>>>> will be
>>>>>>>>>> yet another high-profile defection from vaunted Toyota to a
>>>>>>>>>> Detroit
>>>>>>>>>> automaker, suggesting that highly regarded industry pros see
>>>>>>>>>> opportunity in their beleaguered rivals.
>>>>>>>>>>
>>>>>>>>>> "Farley is their superstar," a source familiar with the situation
>>>>>>>>>> told
>>>>>>>>>> me today, adding that Ford has been talking with Farley off and
>>>>>>>>>> on for
>>>>>>>>>> a year. "It's a done deal. This is a good move for us. This is
>>>>>>>>>> the guy
>>>>>>>>>> we wanted. He has an engineering background."
>>>>>>>>>>
>>>>>>>>>> The appointment of Farley, 45, was approved today by Ford's
>>>>>>>>>> directors.
>>>>>>>>>> As the first head of global marketing and communications for
>>>>>>>>>> Ford, he
>>>>>>>>>> would assume what is arguably the industry's most monumental
>>>>>>>>>> marketing
>>>>>>>>>> challenge. Ford has foundered amid weak campaigns, discarded and
>>>>>>>>>> then
>>>>>>>>>> revived brand names like Taurus, poor product definition and
>>>>>>>>>> plunging
>>>>>>>>>> market share.
>>>>>>>>>>
>>>>>>>>>> Under Mulally, an aerospace engineer and 37-year veteran of
>>>>>>>>>> Boeing Co.
>>>>>>>>>> before arriving at Ford last fall, key marketing decisions --
>>>>>>>>>> such as
>>>>>>>>>> reviving the Taurus model name -- have been pushed by him, a
>>>>>>>>>> engineer-
>>>>>>>>>> cum-CEO who understands his limitations in the marketing world.
>>>>>>>>>>
>>>>>>>>>> It's hard to overstate the symbolism of Farley's appointment by
>>>>>>>>>> Ford.
>>>>>>>>>> That a rising Toyota star, the head of Lexus and a founder of its
>>>>>>>>>> Scion youth brand would bolt the Japanese juggernaut for the
>>>>>>>>>> struggling Blue Oval is a testament to Mulally's leadership, the
>>>>>>>>>> strength of Ford's current lineup, the promise of its future
>>>>>>>>>> products
>>>>>>>>>> and the upside in it all.
>>>>>>>>>>
>>>>>>>>>> And unlike Chrysler LLC, which could use the opaque world of
>>>>>>>>>> private
>>>>>>>>>> equity to woo Farley's old boss, Jim Press, from Toyota North
>>>>>>>>>> America
>>>>>>>>>> to Auburn Hills, Ford is doing so in the more transparent world
>>>>>>>>>> of
>>>>>>>>>> public companies.
>>>>>>>>>>
>>>>>>>>>> These moves are not accidental, but instead telegraph a
>>>>>>>>>> determination
>>>>>>>>>> to land top talent at Detroit companies that have historically
>>>>>>>>>> shunned
>>>>>>>>>> outsiders. Not anymore. Both Ford and Chrysler now are headed by
>>>>>>>>>> industry outsiders whose paths to the CEO offices here were paved
>>>>>>>>>> by
>>>>>>>>>> their success elsewhere and their willingness to look outside
>>>>>>>>>> their
>>>>>>>>>> new companies for the best marketing talent they can find.
>>>>>>>>>>
>>>>>>>>>> Mulally, for one, has long been an admirer of Toyota. While head
>>>>>>>>>> of
>>>>>>>>>> Boeing's commercial aviation unit, he studied its production
>>>>>>>>>> methods
>>>>>>>>>> and adapted them to aircraft assembly. Nor is he shy about
>>>>>>>>>> conceding
>>>>>>>>>> that the model he envisions for Ford -- "one Ford," built around
>>>>>>>>>> the
>>>>>>>>>> promise of a solid Blue Oval, not ancillary, money-losing luxury
>>>>>>>>>> brands -- is the Toyota model.
>>>>>>>>>>
>>>>>>>>>> Before heading Lexus, the nation's top-selling luxury brand,
>>>>>>>>>> Farley
>>>>>>>>>> was group vice president of Toyota Division marketing. He was
>>>>>>>>>> responsible for all Toyota Division market planning, advertising,
>>>>>>>>>> merchandising, sales promotion, incentives and Internet
>>>>>>>>>> activities. He
>>>>>>>>>> also served as vice president of Scion, Toyota's youth-oriented
>>>>>>>>>> brand.
>>>>>>>>>>
>>>>>>>>>> Farley, who earned a bachelor's degree from Georgetown University
>>>>>>>>>> and
>>>>>>>>>> an MBA from UCLA, joined Toyota in 1990 in the strategic-planning
>>>>>>>>>> department.
>>>>>>>>>>
>>>>>>>>>> ---end of article ----
>>>>>>>>>>
>>>>>>>>>> Very interesting. First Chrysler lures Toyota's Jim Press away,
>>>>>>>>>> and
>>>>>>>>>> now Ford grabs Farley. Either Toyota has an over abundance of
>>>>>>>>>> talent,
>>>>>>>>>> is cleaning house after a string of recent recalls or maybe after
>>>>>>>>>> climbing the mountain to the #1 spot (it's easier to get there
>>>>>>>>>> than
>>>>>>>>>> stay there) it's starting to come apart at the seams. We shall
>>>>>>>>>> see...
>>>>>>>>>>
>>>>>>>>>> Patrick
>>>>>>>>>>
>>

wrote:
> On Oct 18, 8:46 am, Michael Johnson > wrote:
>
>> I don't think Ford is going to turn things around through an email
>> campaign but then I'm not a marketing guru. I would think they should
>> play off the past popularity of the Taurus in the commercials. Show a
>> lineage or history of the Taurus brand and remind us of why it was the
>> best selling car for several years running and state this is by far the
>> best Taurus ever made and is in the spirit of the original. Maybe take
>> a few pages from the Mustang's marketing play book. The Taurus is one
>> of the few cars it has left with any name recognition and, IMO, one of
>> the few that has the potential to sell 300k-400k units a year. I should
>> be seeing a Taurus commercial every hour for the next several weeks. I
>> think it would give better results than playing a Mercury Milan
>> commercial every hour.
>
> Mike,
>
> I think it's too late for this approach. It would have worked if when
> the Ford 500 debuted it was called the Taurus. But now, everyone
> knows the "new Taurus", dispite it's latest improvements, is still
> just a rebadged Ford 500. Maybe when this marketing goof-up fades
> after a few years and an all-new Taurus is designed then they can play
> on the heritage.

No doubt it would be a marketing ploy but letting the car sit on the
lots is not going to help. I haven't seen one Taurus ad on television.
I think you're giving the consumer too much intelligence regarding the
matter. There are millions of Taurus' (Tauri?) on the road with drivers
that just might check out a "new" one if they knew it existed. Right
now I would wager hardly anyone knows the Taurus is back.

dwight wrote:
> "Michael Johnson" > wrote in message
> ...
>> I don't think Ford is going to turn things around through an email campaign
>> but then I'm not a marketing guru. I would think they should play off the
>> past popularity of the Taurus in the commercials. Show a lineage or
>> history of the Taurus brand and remind us of why it was the best selling
>> car for several years running and state this is by far the best Taurus ever
>> made and is in the spirit of the original. Maybe take a few pages from the
>> Mustang's marketing play book. The Taurus is one of the few cars it has
>> left with any name recognition and, IMO, one of the few that has the
>> potential to sell 300k-400k units a year. I should be seeing a Taurus
>> commercial every hour for the next several weeks. I think it would give
>> better results than playing a Mercury Milan commercial every hour.
>
> Saw a Taurus commercial last night. Got a $750 coupon on a new Ford truck in
> my email today.

I work from home and have the TV on all day and still haven't seen one
commercial yet.

> I'm still laughing about the entire Taurus debacle. They killed off a great
> moneymaker (although still building them for fleets and rental companies).
> Why would you make them for businesses but NOT offer them to the buying
> public, who probably believed that the car was gone entirely?
>
> So now they're stuck with a Ford Five Hundred that nobody wants, and some
> poor underpaid schlub at Ford says, why not rebadge 'em all as Taurae?
> Intuitive thinking, that. So they rebadge the 500's, and, lo and behold,
> they start selling.

Ford has f*#cked up time and time again by killing off their long time
models. Just a few that come to mind are the Taurus, Escort,
Thunderbird, Cougar, Crown Vic, Sable etc. Then there were some shorter
term vehicles that had good reputations like the Contour and Probe.
Killing the Taurus though had to have the other automakers jumping for
joy and shaking their collective heads in bewilderment.

> But, ever an entire selling season behind the curve, Ford is probably now
> trying to market the Taurus with the same marketing budget they had approved
> for the 500. Next year, I'm sure, based on the previous year's sales, the
> Taurus' marketing budget will increase slightly.

IMO, they should have morphed the Taurus into a cross over vehicle and
it would have been as radical a move as when the original Taurus hit the
showrooms but that move is three years too late now. That Taurus could
have been touted as redefining the family hauler.

> It's kinda like... when your football team stunk the previous year, you
> don't get invited to play on Monday Night Football this year.

Either that or your favorite football team changed its name and
relocated to a new stadium on the other side of town and didn't bother
to tell their fans. Then they wonder why the seats are empty on game day.

>>><snip>