Ford Motor Company Burns For You

By: Andy Hodges
Staff Writer
Published: Nov 7, 2009

Articles - Ford Motor Vehicles Give Company Leading Edge

Ford (NYSE:F) is doing some incredible things lately. They developed a new EcoBoost engine that does everything as advertised. I got behind the wheel of the new Taurus, and it drove like a V-8. EcoBoost is a new fuel-efficient engine that provides a lot of power. One step on the pedal, and the car takes off like a large 8-cylinder gas engine.

It's also interesting how quickly we forget that Ford never asked for a government bailout, as General Motors and Chrysler have. In fact, it's the only domestic auto manufacturer from the "Big 3" that didn't file for bankruptcy. Moreover, it is not a company ran by the government or tax payers.

Have you seen the new Ford Taurus TV commercial? Not only do I love the song "I'm burning - I'm burning - I'm burning for you" and the music by Blue Oyster Cult, but the television spot speaks for itself. It completely blew my mind! The Ford marketing department deserves an award for this one because it led me to my local dealer to take the test drive.

Then we have the GM commercials. The TV spots are very defensive, as if they are the only auto manufacturer that has better fuel efficiency than others. One commercial shows the full line-up of cars and the mileage next to them. Okay, we get the message that you can make vehicles that offer 30 miles per gallon. I don't think anyone was arguing that.

The GM spot should be pulled because it sounds desperate. They are showing vehicles that get 35 miles per gallon, and trucks that can achieve 22 mpg. Then they end it with the slogan "May The Best Car Win." Okay, but what about the 2010 Ford Fusion that can achieve 41 mpg? Would it be fair to say that Ford won the win?

The GM 60-day money back guarantee also sends the wrong message. Why would you offer that if you believe in your own product? It sounds cheesy, and reminds me of the SHAM-WOW commercials. "Act now, and we'll even throw in the car manual for free! If you don't like the vehicle, return it within 60 days!" with a follow up message "May The Best Car Win."

When GM was closing plants and laying off workers, Ford was doing the total opposite. For example, they re-opened a plant and put people back to work. It's so American, and you have to give them credit for that. Ford could advertise this message repeatedly on TV, but they choose not to.

Ford wins this one. This is based on my opinion. You can make your own by watching what's really going on.