Ford goes back to basics with new ad campaign

Ford is getting simpler. After years of discounts, finance offers, optional extras thrown in and confusing retail prices, the Blue Oval is simplifying the cost of its range so that buyers are not confused about what they are actually paying for a car.

Ford models in the UK, particularly the Fiesta supermini and Focus family car, are perennial best-sellers but in the wake of the scrappage scheme many manufacturers are scrambling to repeat the sales success of the past 12 months.

In the case of Ford, this means no more confusing special offers and discounts. As we’ve already reported, Ford will instead replace discounts with lower prices across the range and improved equipment levels.

This strategy – known as blue tag pricing – has led to the latest Ford advertising campaign, called ‘More. As Standard’.

Even the new campaign has been stripped back to one simple idea. The campaign uses the ampersand – & – to emphasise the extras fitted as standard on the new lower price Ford models.

“We want people to remember Ford’s roots, which are about making the exclusive more inclusive,” said Ford of Britain mar keting director Mark Simpson. “There are lots of discount price advertisements at the moment, but this campaign tells consumers they can get both high-quality and technically advanced features and a competitive price from Ford.”

From now until September, keep an eye out for huge ampersands in glowing lights, usually towering over a Fiesta or Focus as Ford pushes out the new advertising campaign.

Standard equipment highlighted in the adverts includes air conditioning, alloy wheels, de-icing windscreen, front fog lights and ESP.

The campaign launches this week and will be seen across a wide range of media including TV, radio, print, outdoor, digital and direct marketing.

Ford says the advertising campaign will run until September and the traditional boost in sales from new number-plates being introduced. However, it hasn’t ruled out using the title ‘Ford Standard’ in future.

It’ll be hard to miss the campaign, but the main way to entice customers will be prices, which have been brought down by as much as 11 per cent.

This includes the Fiesta for as little as £9,995 and Focus for £15,545, as well as lower prices on other models in the Ford range.