Ford finally admit their marketing isn't working

Bossxr8 · 09-06-2012, 10:59 PM

Why has it taken so long to accept that the Falcon isn't going to sell itself, and that the tiny bit of advertising they have done is next to useless?

Why spend millions on new products and then not advertise, and expect the general public to know they exist.

Fails all round.

Whats even worse is that Ford were predicting the large car market to be 5.1% this year, and its only tracking at 4.0%.

Thats a further decline of 20% then the low figures even they were expecting. Not good.

The added problem of all these extra down days means that Territory numbers also decrease, cause they can't get the % of Territory builds up high enough, fast enough, so they end up making less of them too.

flooded one · 09-06-2012, 11:06 PM

Its ashame as i honestly think the falcon at the moment is a bloody perfect car!!! nobody seems too know about ecoboost. I mean i had a full on arguement with someone who was trying too tell me that ecoboost wasnt a 4 cylinder turbo. they claimed it was a 4 litre 6 cylinder that shut down too 4 cylinders while cruising on the highway... I have not seen an ad on TV yet for ecoboost or even ecolpi. ford cant rely on word of mouth!!! when people who bag out the falcon who have never driven it!! claim there not as good as other cars when in fact the falcon is just as good or even better

jpd80 · 09-06-2012, 11:19 PM

I doubt that advertising would make a difference, the huge slide in sales has come from the fleet side as those companies
are choosing anything but large sedans. Commodore is not immune either and its sales have been dragged down.

IMO, Ford needs to switch emphasis to Territory and push more models on that side, sure it might sound like
raising the white flag but Ford has to follow the wishes of its buyers and if that means vehicles other than Falcon,
they have to change. As the great Geoff Polites once said " We've built a great car that no one wants.."

Kryton · 09-06-2012, 11:11 PM

Yep, the amount of people that dont know about the 4cyl Falcon or those that have heard a rumor and ask "are they really going to do that", is amazing.
Its like they are trying to fail intentionally.

pottery beige · 09-06-2012, 11:14 PM

about bloody time..

Bossxr8 · 09-06-2012, 11:35 PM

Quote:

Originally Posted by davway

Its like they are trying to fail intentionally.

The Union thinks they are. Holding back scores of Falcons that are the ones in high demand, with no justification as to why they can't get stocks of them ie LPi XR6's and LPi utes.

Some dealers are questioning it too. My local dealer keeps asking why they can't get stocks of the Falcon models they need, yet lots of the ones they don't. They have had a number of cancelled orders of LPi powered Falcons cause the buyers get sick of waiting, constant delays etc.

And to add insult to injury the LPi cars that are needed by customers aren't even restricted to managers like in demand products have been in the past, and there's a lot of them being delivered every week internally. Why aren't these cars getting to customers, and not internal sales, as they can be covered by other vehicles. New Focus was restricted.

Add that to very little in the way of advertising new products, and a CEO was was supposedly sent here "on a mission", it really makes you wonder.

And now they are shutting the Discovery Centre.

There's way to much fishy stuff going on and everyone inside the place is starting to wonder what the hell is going on here.

StrikeTwiceXR6 · 09-06-2012, 11:15 PM

One thing you see plenty of in Ford ads is that the car comes with bluetooth

. Come on Ford, everything comes with bluetooth these days, tell us what makes your product unique!!!!!

JPFS1 · 09-06-2012, 11:16 PM

I'm pretty sure there's a new marketing manager on board, a young woman iirc. Will try and find out.

Bossxr8 · 09-06-2012, 11:26 PM

Quote:

Originally Posted by JPFS1

I'm pretty sure there's a new marketing manager on board, a young woman iirc. Will try and find out.

Brad Brownwell?

Buntz · 09-06-2012, 11:36 PM

Quote:

Originally Posted by Bossxr8

Brad Brownwell?

I was going to say... I thought it was some american chappy that replaced that stupid ***** they just broomed.

Now all of a sudden we have these awesome Falcon vids on Youtube (BUT NOT ON THE FLAMING TELLY!!!!), and Driven by Falcon poster on the website. But tell me... who jumps on their computer or other internet connected device and thinks; "Hey... I wonder what's new over at ford.com.au?". The point of advertising is to get it out there.

Brazen · 09-06-2012, 11:49 PM

Good to see diesel Territory going well. I think most of us on here have stated what is needed, so not getting into that, but it is disheartening to hear the union rep who attended the meeting saying he can't see them turning the situation around.

flooded one · 09-06-2012, 11:49 PM

Quote:

Originally Posted by Buntz93ED

I was going to say... I thought it was some american chappy that replaced that stupid ***** they just broomed.

Now all of a sudden we have these awesome Falcon vids on Youtube (BUT NOT ON THE FLAMING TELLY!!!!), and Driven by Falcon poster on the website. But tell me... who jumps on their computer or other internet connected device and thinks; "Hey... I wonder what's new over at ford.com.au?". The point of advertising is to get it out there.

I have done that!!

not very often thou!!!

JPFS1 · 10-06-2012, 12:46 AM

Quote:

Originally Posted by Bossxr8

Brad Brownwell?

No, just remembered, it's fleet manager, Daniella ?? Can't recall her last name ATM.

Buntz · 10-06-2012, 01:03 AM

Quote:

Originally Posted by JPFS1

No, just remembered, it's fleet manager, Daniella ?? Can't recall her last name ATM.

Due to the lack of the obligatory man question I shall just ask it for the record. "She hot?"

gtfpv · 09-06-2012, 11:16 PM

yep nobody knows there is an ecoboost 4cyl falcon , i work with a team of 76 tradesman , and none of them knew until i told them

Whitey-AMG · 10-06-2012, 01:55 PM

Quote:

Originally Posted by gtfpv

yep nobody knows there is an ecoboost 4cyl falcon , i work with a team of 76 tradesman , and none of them knew until i told them

I'll make a prediction for you......

No one will give a rats @$$ about a 4 cyl falcon....even if it is turboed and was advertised. The buying public have moved on from Falcon....period. It will be flogging a dead horse...

Seems everyone wants either small to medium cars with all the options or SUV's.....end of story.

Romulus · 10-06-2012, 04:40 PM

Quote:

Originally Posted by ESP

I'll make a prediction for you......

No one will give a rats @$$ about a 4 cyl falcon....even if it is turboed and was advertised. The buying public have moved on from Falcon....period. It will be flogging a dead horse...

Seems everyone wants either small to medium cars with all the options or SUV's.....end of story.

Spot on. Commodore is heading in the same direction. Small cars and SUV's are people's preferred choices now.

jpd80 · 10-06-2012, 05:23 PM

Quote:

Originally Posted by F6 Concorde

Spot on. Commodore is heading in the same direction. Small cars and SUV's are people's preferred choices now.

Commodore appears to be where Falcon was with sales 18-24 months ago and yes, I realise that the refreshed
VF Commodore will soon be here and that many may be holding off but there's no real guarantee that's the case.
Either way, I'd say Ford is being prudent, watching the market before announcing its post 2016 big car plan..

After all, there's still another 3.5 years to go and by then big cars sales may speak for themselves..

lucas2 · 09-06-2012, 11:19 PM

Surprisingly, Ive just seen the new gt ad played twice in the one ad break!

pottery beige · 09-06-2012, 11:28 PM

Quote:

Originally Posted by lucas2

Surprisingly, Ive just seen the new GT ad played twice in the one ad break!

fixed that up for you..

lucas2 · 10-06-2012, 12:03 AM

Quote:

Originally Posted by pottery beige

fixed that up for you..

Appreciated

washoutbeach · 10-06-2012, 12:07 AM

I think the strategy of the ecoboost is the correct one, but it comes at a bad time as petrol prices have been stable due to a drop in world demand.

But soon as the world economy recovers, $2.50 a litre is going to look like value and demand for fuel efficiency in cars is going to skyrocket.

If I was Ford, I would downsize the next Falcon and only offer ecoboost or dedicated gas.

Id make it capable of having a whole world of new gadgetry, so you buy the base and when you get the funds, you add your new tech. And along with that, if you choose, replaceable badging so that the show offs can indicate that they are at "LTD" level etc.

Id make the interior fittings easy to chop and change so that people could personalise their cars a lot more easily.

Id add a loyalty program, so that for each new ford you buy, you get a discount based on past new models bought.

Id look at the best selling cars and build cars with similar qualities.

Id look at a joint enterprise partnership deal with China to produce cheap stuff, but as its being sent to Australia, it needs to pass a special muster, so people don't think they are getting a Great Wall.

Id cross-sell stuff and create a photo ID Ford card that is always going to get you 10% off stuff at Supacheap or Autobarn or whatever, maybe pizza etc.

And because Fords are close to the safest vehicles in the world, Id lobby insurance companies to offer a discount.

So basically, when you buy the car, you get this tail of on-going goods and services that you can use, so at the end of the day, you are a part of a much wider community, you belong.

And if Ford get good at all that, the actual car becomes only a small part of the Ford journey.

And we need to embrace things, not offered or available from the other car manufacturers.

We all know that Henry Ford was about improving peoples lives. This concept has to be pushed through.

csv8 · 09-06-2012, 11:57 PM

I saw the GT ad tonight, but its the Falcon that needs advertising!!!

NX74205 · 10-06-2012, 12:03 AM

I've seen a total of 1 Falcon EcoBoost on the road, 0 EcoLPis, and less than 10 FGIIs in total.

I've also asked around at dealers to test drive an EcoBoost, and so far I've had no success because there's been no stock. That'd be enough to turn any customer around.

Yet I've seen plenty of Toyota Camrys and Toyota Aurions on the road, and tons of new Mazdas. Guess what? They are also ones that are often advertised on TV. It's frustrating.

Joe5619 · 10-06-2012, 10:56 AM

Quote:

Originally Posted by NX74205

I've seen a total of 1 Falcon EcoBoost on the road, 0 EcoLPis, and less than 10 FGIIs in total.

I've also asked around at dealers to test drive an EcoBoost, and so far I've had no success because there's been no stock. That'd be enough to turn any customer around.

Yet I've seen plenty of Toyota Camrys and Toyota Aurions on the road, and tons of new Mazdas. Guess what? They are also ones that are often advertised on TV. It's frustrating.

Let not just put the boot in for the sake of it!!! Aurions sells much, much, much sell then Falcon, so it doesn't matter how many you seein your little part of the world, it matters was they are selling in total!!

Back on topic.. It is one thing to say "we'll look at marketing", but it is another to actually spend some money & do something!!.. I just keep hoping Ecoboost takes off, it also sounds like EcoPli is starting to sell well? Only problem is I think it looks like it was just replace normal petrol sales?

**Silver Ghia** · 10-06-2012, 12:14 AM

I was just talking to my brother in law tonight, he has had an EcoLPi for a couple of months now, he was raving about its performance and smoothness esp. the gears. And towing his light cabin boat, he says he doesnt even notice its there. He says its fantastic. His previous car was a VE wagon.

Now if only Ford can get people into their cars to find that they are actually an impressive car......

Nikked · 10-06-2012, 01:03 AM

I see ecoboost add's all over the internet.

Ford fans kicking the falcon when its down...discusting...whats the point. Bunch of emo clowns here.

If this artical was in Drive, we'll be claiming Holden bias and pay-offs!

Joe5619 · 10-06-2012, 11:03 AM

Quote:

Originally Posted by Nikked

I see ecoboost add's all over the internet.

Ford fans kicking the falcon when its down...discusting...whats the point. Bunch of emo clowns here.

If this artical was in Drive, we'll be claiming Holden bias and pay-offs!

Sorry, advertising on the web only, is just not good enough.. There is no defending Ford in this case.. The have just released Ecoboost & I have not see one TV add or magazine add or paper add or billboard or radio add.. Nothing, but an utube add, its just not good enough. Why spend million in developing a world class product & then tell no-one??

XRDeeze · 10-06-2012, 02:02 PM

Quote:

Originally Posted by Joe5619

Sorry, advertising on the web only, is just not good enough.. There is no defending Ford in this case.. The have just released Ecoboost & I have not see one TV add or magazine add or paper add or billboard or radio add.. Nothing, but an utube add, its just not good enough. Why spend million in developing a world class product & then tell no-one??

Carsguide have been publishing the ecoboost engine for a while now.

Joe5619 · 10-06-2012, 03:01 PM

Quote:

Originally Posted by Ford_XR603

Carsguide have been publishing the ecoboost engine for a while now.

How??