Ford Says It’s Empowering Consumers
New campaign emphasizes their ‘freedom of choice’ when it comes to which power train they choose.
Ford campaign points up its offerings across power trains, depending on the consumer's preference.
IMAGE: Ford
Ford appears to be trying to assuage consumers who’ve been turned off by automakers and regulators’ push to switch to electric vehicles.
The Detroit-area automaker just introduced a new U.S. advertising campaign called “Freedom of Choice” highlighting its “unique” vehicle lineup. It describes the choice as gas, hybrid and electric offerings “that suit almost every customer’s need – from work to adventure to family activities and beyond.”
“Even more important than the power our customers choose, is what they choose to do with that power,” said Global Chief Marketing Officer Lisa Materazzo in a press release on the campaign. “Whether that’s off-roading in the desert, exploring the city, taking the whole basketball team to a tournament, hauling camping or work equipment, we have a full range of capable, fun to drive vehicles built to fuel passions and get jobs done.”
The campaign includes a redesigned online shopping setup called “The Power Is Yours,” featuring gas, hybrid and electric tabs, electric last in line.
Many automakers, including Ford, have taken their foot off the proverbial gas pedal when it comes to their electric models, altering production schedules to refocus on hybrids as EV sales growth slows.
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