Ford finally admit their marketing isn't working

[jpd80]

Originally Posted by drwevil

I love my XR6 EcoLPI but if you push it OMG its thirsty...fun but thirsty.

[DJM83]

Originally Posted by bmorris

Seen a few adds on tv over the last week for the falcon and falcon ute. I believe it said something about 5 year factory warranty on the utes. This is something FoA could do with all their vehicles to help increase the faith of the buying public in their products.

Yep just seen it too.

[Nic85]

Originally Posted by Brazen

I have a feeling a lot of us wouldnt be having to convince ourselves to buy a Falcon if it came in diesel. I think it would hit that perfect sweet spot between our heads, hearts and wallets.

EB4 and EcoLPI as good as they are, just arnt going to get buyers signing on the dotted line. If we are having to rely on a finance deal.... well I wonder how much appeal the vehicle has in its current form.

I'm probably the biggest advocate for diesel you're going to find on this forum, and infact I'm about to buy my second diesel car brand new in 2 years. BUT, even if the Falcon did have *a* diesel engine (not necessarily the 2.7L from the Territory), there's still the problem of the price. A diesel Falcon, even in XT guise, would surely see a starting price of around $40k + onroads. Bit tough to swallow when an admittedly smaller, but better spec'd car like the Hyundai i30 or Mazda 3 diesel are both much cheaper.

[Flat Top]

Great advertising on the Ranger- Wheres all the stock ?? Just told I can have one til Augusrt from my Ford Dealer???

[FPV GTHO]

Originally Posted by drwevil

At the EcoBoost Media launch I quizzed one of the Ford people about dropping the wagon and was told it was something to do with the longer wheel base and emissions.......sounds like BS to me...maybe with the longer wheel base it needed its own production line..

It was still using the Barra190 engine which would've no longer been emissions compliant as of July 2010. To do the necessary work to fit the 195 engine was likely deemed uneconomical.

[GTMOND]

I think the diesel craze will wear off in time, they are lot more expensive to service,buy and fuel is dearer. I have a TDCI mondeo and whilst a great little car filters and oil are rediculous, ford wanted $80 for fuel filter so i went online and got fuel,oil, and air filter all for $80 bucks total. But i do my own services so not every one will do that. And when taxis that have common rail diesels have to do injectors and pump they be in shock.

[naddis01]

If the cost of servicing is such an issue then why get it done at the dealer? Go to an independent and use Ryco/Fleetguard/Repco etc filters.

On a side note, we just serviced a stationary diesel engine that we have and the repco oil filter cost us $9.50. The castrol oil cost us about $4/L (admittedly from a 205L drum). That service broke the bank.

[galaxy xr8]

Originally Posted by naddis01

If the cost of servicing is such an issue then why get it done at the dealer? Go to an independent and use Ryco/Fleetguard/Repco etc filters.

On a side note, we just serviced a stationary diesel engine that we have and the repco oil filter cost us $9.50. The castrol oil cost us about $4/L (admittedly from a 205L drum). That service broke the bank.

Exactly, I don't get those that claim Diesels in this day and age are far more expensive to service, sure if you go to a dealer,
Not to mention most manufacturer's are offering capped price servicing aswell now.

I just looked on Ford Aus website for their capped pricing,
Territory Petrol = $270
Territrory Diesel = $290.
So only $20 more for the Diesel at 15,000klm's interval's.

But anyway that's getting of topic a bit, sorry.

[drwevil]

@jdp80 lol classy :ralphy........:ralphy......
The EcoLpi is way more thirsty when pushed than the e-gas and i gave my company egas wagon heaps ....

[Polyal]

Originally Posted by jpd80

EcoLPI XR6 special?

Or just buy a GT and stick it on the mortgage...

Whats a EcoLPi special? My issue is the transmission choice...or lack of it..even if it is an agricultural tremec.

I think I am a good 5-10 years away from chucking a car on a mortgage, not that its something that I would want to really do anyway.

My price bracket is annoying, its enough to get something new but not to big or exciting. Please dont think I havent been eyeing off some FG XR8's! I certainly have..but being 08 means they would be out off all warranties I think.

Originally Posted by jpd80

Just havin' fun with you mate, that's the beauty of buying a Falcon, economy-mid range performace - Top end fun...it's all up to the buyer...

I do really want a Falcon, I do, but I have to agree with the above if they went TDI then that I could swallow an auto in...just...the missus has this thing with diesel after family got one. I was surprised with it too.

[jpd80]

Originally Posted by drwevil

@jdp80 lol classy :ralphy........:ralphy......
The EcoLpi is way more thirsty when pushed than the e-gas and i gave my company egas wagon heaps ....

Heh heh, yeah I know,
it kinda backs up what was said in another thread by taxi owners,
the fuel economy is heavily dependent on how the vehicles are driven...

[TMC]

Originally Posted by jpd80

Amazing how SY AWD Territory has Urban of 17.4 l/100 and yet the very similar CX-9 claims 15.4,
the Mazda stretches the truth, I think both are as thirsty as an SS Commodore..20 l/100 km

My SY AWD gets 17.4l/100km urban figures on LPG. Don't know why it should get that on petrol, unless it's a floor it, brake, floor it, brake sort of city driver.

[TMC]

Originally Posted by jixel 78

Territories are the same. Whats the go? They handle like EFs and look like UFOs. Mate, I cant understand it. Ive had customers come in and say`Bloody hell this thing is killing me in fuel,tyres,rego and insurance`with regard to Territories, Captiva/Kluger/CR-V/Tribeca/CX-9 theyre all tanks with massive tyres and even bigger maintenance schedules.

Handle like EF's and look like UFO's ?????????

[TMC]

Originally Posted by drwevil

@jdp80 lol classy :ralphy........:ralphy......
The EcoLpi is way more thirsty when pushed than the e-gas and i gave my company egas wagon heaps ....

Yeah, but you're using more than 40kW more. That extra Kw output requires fuel to produce it. Drive better and you should better the Egas for economy. If the EcoLPi was 400kW it would really drink too. That's the beauty of a powerful yet economical car. You can drive it economically, or you can drive it hard. Better that, than a car that puts out nothing, yet drinks like a fish.

[TMC]

It has been said, but a good marketing policy is consistent quality advertising rather than sporadic hit and miss advertising. Unfortunately advertising costs a lot of money. I think the Falcon has lost too much momentum and would require a huge cash injection for marketing it correctly. This would have to come from other areas with no guarantee of a return on investment. Unless something really ingenious comes up from the marketing dept of Ford, the trend graph will continue downwards. Ford may already have passed the point of no return for advertising the Falcon, EcoLPi, Ecoboost etc. Best cars ever built here.

[XR Martin]

Originally Posted by drwevil

@jdp80 lol classy :ralphy........:ralphy......
The EcoLpi is way more thirsty when pushed than the e-gas and i gave my company egas wagon heaps ....

That extra 50kw that the EcoLpi makes isnt free energy...

EDIT, Just realised it has already been said above.

[jpd80]

Originally Posted by TMC

My SY AWD gets 17.4l/100km urban figures on LPG. Don't know why it should get that on petrol, unless it's a floor it, brake, floor it, brake sort of city driver.

17.4 l/100 km is the Urban cycle fuel consumption reported on Green Vehicle Guide - HERE
The AWD petrol Territory was very hungry on fuel in Urban driving, hence it not being offered now that TDCI is here.

[drwevil]

Originally Posted by jpd80

Heh heh, yeah I know,
it kinda backs up what was said in another thread by taxi owners,
the fuel economy is heavily dependent on how the vehicles are driven...

Yeah I understand the physics of it all but was a little surprised by how far a didn't have to drive to use up that gas..and yes I'm still getting use to the car. It's been along time since I've driven one this powerful..still I had a ball.

It would be interesting to compare it with a petrol version....

[csv8]

LPG powered cars will always use more fuel than petrol cars and diesel cars less than petrol....

[turbodewd]

Without knowing everything that Ford AU know, i.e why they dont advertise the EcoLPI for example, here's my 2 cents.

[I actually have a degree in Communication specialising in Advertising/Marketing from the Uni of Canberra so I can possibly claim greater insight on this than most.]

Now IF Ford could be persuaded, they shud definitely spend money promoting the EcoLPI - this car is about having your cake and eating it too! It gives you superior Falcon power/torque for the full-tank cost of a Corolla...AND its much greener than the petrol version! And when u promote something ground-breaking this reflects well on the brand.

Thats 3 huge selling points in the one car - nothing comes close!

This is like catching fish with dynamite! Its a game-f*c*ingg-breaker in my opinion.

Ford AU simply have to advertise the EcoLPI as ground-breaking, point out how good it is in a TV ad and this will give the mind of prospective buyers something to latch on to. A reason to justify their purchase to their wife, friends, workmates. If it is socially known by mass marketing that the EcoLPI is a case of being able to 'have your cake and eat it too' then people wont be ashamed to buy it at all.

Here are a few ad themes Ive hatched of late:

1. EcoLPI green credentials: theme of mainstream Australian male gaining favor with attractive female who is clearly a greenie. The ad would be humorous, the female would be decked out in an outfit of leaves perhaps.

2. EcoLPI fuel-tank-cost-manvantage: mainstream Australian male taking his gran (who drives a white corolla like they all do!) to all the lawn bowls tourneys in town coz her Corolla wont take her as far on, say, $50.

3. EcoLPI grunt - maybe it can tow your grans car and all her friends in their corollas once they runt out of the $50 of petrol. :^P

4. EcoLPI - maybe use Adam Gilchrist and Warnie in a corny ad simply talking it up. And talking up Australia too coz were the world-leader at Autogas according to wikipedia. It could be a spoof on a 1950s newscast.

Give me a budget and a handful of ad people and Id have regular joes knocking down the gates at Ford dealerships.

You need to give the potential buyer one or more barbecue-stopping reasons to buy the car and youll sell it in droves.

Green, powerful, cheap to fill. Nothing else matters. So what if the boot is full of a spare if u really want one - people will rationalise this minor negative away.

[SavVYute]

Those ideas would work well.
Add to them a really catchy music that sticks in your head and a catch cry.
Remember "going ford is the going thing"?

Get rid of those grey dull adds of late. Boring...

[Brazen]

This is the problem with focusing on economy on a vehicle. Because people who are focused on the fuel economy are also focused on economy of the purchase price.

Sure a EcoBoost or EcoLPI will cost less to run than the I6 - but the people who care about that are the same people who would find a 21990 Mazda 3 a better choice.

Focusing on fuel efficency rather than fuel economy is totally different and much smarter for cars costing as much as the Falcon. For example, people buy diesels because they dont use very much fuel, have long range between fills, have an abundance of torque, have great towing abilities and in the Falcon's case - would have a full sized boot. Notice I didnt mention economy?

That is why looking at the $ per km is not going to work on a car worth almost 40 grand, because those exact buyers who care about the $ per km are the same people who dont want to spend more than 25 grand on a car. You really have to be selling other attributes to get the buyers who arnt as concerned about initial purchase price.

Remember when Ford delayed diesel Territory because it didnt make financial sense for buyers to choose diesel over petrol? Diesel is now 70% of Territory production.

[JC807]

will Ford next admit their customer service isn't working?

[TMC]

Originally Posted by jpd80

17.4 l/100 km is the Urban cycle fuel consumption reported on Green Vehicle Guide - HERE
The AWD petrol Territory was very hungry on fuel in Urban driving, hence it not being offered now that TDCI is here.

Just wondering what avg speed is considered "urban". 20kmh? I looked at that figure on the website and that appears to be the 2WD urban figure (17.7L/100km) as it had 4spd next too it. The 6spd had a higher combined figure (12.8L/100km) but no urban figure listed. I can get around 17-18L/100km urban on LPG with avg spd's around 28-30kmh with my 06 AWD. That's all I was saying. I live within 6km of the Perth CBD and there is plenty of stop start traffic here.

[turbodewd]

Originally Posted by Brazen

This is the problem with focusing on economy on a vehicle. Because people who are focused on the fuel economy are also focused on economy of the purchase price.

Sure a EcoBoost or EcoLPI will cost less to run than the I6 - but the people who care about that are the same people who would find a 21990 Mazda 3 a better choice.

Focusing on fuel efficency rather than fuel economy is totally different and much smarter for cars costing as much as the Falcon. For example, people buy diesels because they dont use very much fuel, have long range between fills, have an abundance of torque, have great towing abilities and in the Falcon's case - would have a full sized boot. Notice I didnt mention economy?

That is why looking at the $ per km is not going to work on a car worth almost 40 grand, because those exact buyers who care about the $ per km are the same people who dont want to spend more than 25 grand on a car. You really have to be selling other attributes to get the buyers who arnt as concerned about initial purchase price.

Remember when Ford delayed diesel Territory because it didnt make financial sense for buyers to choose diesel over petrol? Diesel is now 70% of Territory production.

Brazen

with good marketing you can sell sand to the Arabs. Its about identifying key buttons to press of your target demographic. Purchasing is an emotional decision, perhaps more so than rational. Women buy handbags remember!

The target demo for private buyers of the Falcon will be mainly men. Sex and humor sell, so does patriotism and associations with masculinity. Choose some or all of these and you can lift falcon sales.

Warnie: So Gilly, let me get this straight, the new EcoLPI falcon produces a lot less greenhouse emissions than the old one?

Gilchrist: That's right mate, about one third less.

Warnie: so the green chicks will dig me...even more?! (thought bubble appears above Warnie's head of attractive chick in a skimpy leaf-based outfit hugging a green Falcon in middle of a forest)

Gilchrist: Errr... maybe Warnie...maybe [puzzled facial expression]

[JG34JA]

Nice work turbodewd, been enjoying your efforts.

From my limited experience, marketing is all about emotion; it's weird, you are using (in my case) a physical object to sell a feeling. Do it well, and they sell. Every sale is exhilarating.

As far as Ford's marketing of Falcon, why did they not pitch the Ecoboost around the 4 cylinder Camry in pricing at launch? You'd get the emotional kick from better handling, lighter than a 6cyl Falcon, better technology (engineering) more car for money, green credentials of less CO2, and be able to justify it on these grounds in comparison with the very midsize cars that have grown to Falcon-size over the last decade. There's nothing wrong with the boosted 4; BMW are walking the same path.

From what others have said, the price is very important - $26K is do-able, but $40K is out of reach for now. If Falcons are being realistically bought in the low 30's, could an Ecoboost be profitable at 29K (within cooee of smaller Euros/midsizers)?

If you have a look at Jaguar's latest effort, it's an XF powered by the 2.2 4cyl diesel, very economical, and a price leader for the brand. In that case you get the Jaguar badge and all the accumulated marketing emotion, low fuel costs, at an introductory price.

http://www.caradvice.com.au/141311/j...diesel-review/

[flappist]

Originally Posted by JG34JA

Nice work turbodewd, been enjoying your efforts.

From my limited experience, marketing is all about emotion; it's weird, you are using (in my case) a physical object to sell a feeling. Do it well, and they sell. Every sale is exhilarating.

As far as Ford's marketing of Falcon, why did they not pitch the Ecoboost around the 4 cylinder Camry in pricing at launch? You'd get the emotional kick from better handling, lighter than a 6cyl Falcon, better technology (engineering) more car for money, green credentials of less CO2, and be able to justify it on these grounds in comparison with the very midsize cars that have grown to Falcon-size over the last decade. There's nothing wrong with the boosted 4; BMW are walking the same path.

From what others have said, the price is very important - $26K is do-able, but $40K is out of reach for now. If Falcons are being realistically bought in the low 30's, could an Ecoboost be profitable at 29K (within cooee of smaller Euros/midsizers)?

If you have a look at Jaguar's latest effort, it's an XF powered by the 2.2 4cyl diesel, very economical, and a price leader for the brand. In that case you get the Jaguar badge and all the accumulated marketing emotion, low fuel costs, at an introductory price.

http://www.caradvice.com.au/141311/j...diesel-review/

Hey FPV could do the same. $26k for a new GT.....got to be a winner......

[Rockape]

I would get 2

[oddnutz]

Warnie: so the green chicks will dig me...even more?! (thought bubble appears above Warnie's head of attractive chick in a skimpy leaf-based outfit hugging a green Falcon in middle of a forest)

thought bubble above oddnutz head of hippy chick with hairy legs and armpits

[TMC]

Originally Posted by turbodewd

Brazen

with good marketing you can sell sand to the Arabs. Its about identifying key buttons to press of your target demographic. Purchasing is an emotional decision, perhaps more so than rational. Women buy handbags remember!

The target demo for private buyers of the Falcon will be mainly men. Sex and humor sell, so does patriotism and associations with masculinity. Choose some or all of these and you can lift falcon sales.

Warnie: So Gilly, let me get this straight, the new EcoLPI falcon produces a lot less greenhouse emissions than the old one?

Gilchrist: That's right mate, about one third less.

Warnie: so the green chicks will dig me...even more?! (thought bubble appears above Warnie's head of attractive chick in a skimpy leaf-based outfit hugging a green Falcon in middle of a forest)

Gilchrist: Errr... maybe Warnie...maybe [puzzled facial expression]

I'm thinking this.

Warnie: So Gilly, let me get this straight, the new EcoLPI falcon produces a lot less greenhouse emissions than the old one?

Gilchrist: That's right mate, about one third less.

Warnie: And a ton less greenhouse emissions than you emit after a Vindaloo in Mumbai. (fart sound - followed by slightly embarrased face on Gilchrist)

That's my take on it.