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Ford Motor Co. is jubilant to report it slowed sales losses in California, the biggest vehicle market in the United States. The end was achieved in part by using a regional advertising strategy which Ford officials said they intend to roll out nationwide with similar success.
"California was one of the brightest spots for Ford (last year)," said Jim Farley, the company's marketing chief at a dinner with reporters, adding that for the first time in years, sales were flat in California.
"He's probably right," George Peterson, president of consulting firm AutoPacific Inc., said of Farley's assessment. "They certainly have a real opportunity now. Products like the Ford Edge and Fusion [link widoczny dla zalogowanych], the Lincoln MKX and MKZ as well as the F-series (pickups) do resonate with California consumers."
Ford views the changes in California as a victory because the company has consistently lost market share there the past few years, Farley said. "In California, the (crossover) market is really hot," he added. "We can look at those opportunities and just roll up our sleeves" and zero in on those segments by offering handsome incentives coupled with moving advertising campaigns.
Farley and Mark Fields [link widoczny dla zalogowanych], Ford's president of the Americas, said the Dearborn-based automaker stabilized its market share loss in California on the strength of products like the Edge and a new targeted marketing strategy designed to promote them. The overwhelming acceptance of the Edge in the territory prompted the automaker to take a more intensive marketing approach across the region.
The automaker also is giving its regional dealer organizations more flexibility to take advantage of marketing opportunities, adding that Dearborn's job is to monitor the market nationwide and help the regional dealer groups identify these opportunities, according to the Detroit News.
Ford intends to go back into the black by 2009. As such, the aim is to narrow the losses and launch captivating new cars that would lure shoppers. But to recuperate isn't as easy and trouble-free as the manufacture of [url=/brandmap/acme_headliners_coupe_headliner.html]Acme headliners coupe headliner[/url].
In 2007, Ford narrowed its full-year loss to $2.7 billion, from $12.6 billion, notwithstanding a sustained loss of American market share. Moreover [link widoczny dla zalogowanych], as it narrows losses, Ford intends to entertain deeper cuts saying it would offer buyouts and retirement incentives to all of its 54,000 hourly workers in the United States.
United Auto Workers members will be offered eight packages similar to ones 32,800 Ford employees accepted in 2006 and 2007, offers also made to all workers, according to Chicago Tribune. The automaker added it didn't know how many workers would accept its new buyout offer and did not give a target number.