Times have been tough for the automotive industry over the past few years. While some have resorted to taking government bailouts to stay afloat, there has been one company, in particular, that has changed their business strategy and relied on innovation to push ahead. Ford Motor Company did not take any money from the government, and they have profited from this move by placing more of an emphasis on innovation and marketing. One marketing approach has been their ads, which focus on real Ford owners saying why they have purchased from the company. The below ad features a new F-150 owner, Chris, who purchased his truck for the fact that the company was not bailed out by the government.
His name is Chris. After he sits down the “reporters” bark “Chris, Chris.” One asks him to explain why “was buying American important to you.”
Sitting and looking sincere and serious, Chris says: “I wasn’t going to buy another car that was bailed out by our government. I was going to buy from a manufacturer that’s standing on their own: win, lose, or draw. That’s what America is about is taking the chance to succeed and understanding when you fail that you gotta’ pick yourself up and go back to work. Ford is that company for me.” [
Now, why would I focus on Ford so heavily? Maybe, it is because I am biased. My father was a former Ford mechanic and I drive a Ford, which I love due to obvious reasons. Another reason is that taxpayers will be losing money to the government bailout of GM and Chrysler at the tune of $14 billion, and this is not chunk change by any means. It is not the government’s role to bail businesses or industries out when they are failing, rather it is up to the CEOs of the organizations to refresh their business strategies and focus on new ideas that will appeal to their consumer base.
Cross posted at Bearing Drift