With Ford poised to officially reveal its spiritual successor, we examine the car which fifty years ago paved its path, becoming the fifth best selling car of all time.
It’s a curious choice of name when you think about it, connotating little by way of glamour or allure, unlike for instance its Cortina sibling. The car as companion perhaps? A no-nonsense non-specific name for what began as a practical, utilitarian no-nonsense car.
The Escort name in fact predated this model, first turning up on a variant of the 1950s British Ford 100E range, but more salaciously, it was also the title of a popular UK top-shelf publication, beloved of the school playground and travel motel dweller alike.
With news that Ford’s upmarket Vignale line is falling below expectations, are the wheels already coming off the Blue Oval’s last chance saloon?
The key to viability in the European car market is finding ways to encourage customers to pay more. Easier said than done. According to a report last week in Automotive News, a JATO Dynamics analysis states the average UK customer pays £25, 400 for a mainstream brand D-segment car. By contrast, the average spend on a premium branded car of similar size was 36% higher. Continue reading “Up-selling Henry”
Ford’s recent ad-campaign urges us to let go of what we know about the Blue Oval. It seems to be working, but maybe not as intended.
Superficially at least, Ford’s European fortunes appear resurgent, but leaving aside corporate spin and fatuous ad campaigns, there’s little substitute for a bit of hard data. So with this (and those commercials) in mind, it might be worth looking at Ford’s first quarter European sales figures to see what, if anything can be read from the metaphorical tea leaves. And sure enough, with two model lines holding top spot in their respective sectors, three in third place, and five individual lines posting notable percentage gains, there are reasons to be cheerful in Merkenich. Continue reading “Can’t You Just Let It Go?”
Ford wants the European market to see them differently. Perhaps they could start by being different?
I once watched professional cyclist, Peter Sagan being interviewed during the Tour de France. Asked what would prevent him winning the green (points) jersey in that year’s race, he rather naively replied; “unluck“. In fairness to Sagan, (who’s from Slovakia), he wasn’t speaking in his own language and we all understood what he was getting at. Which brings me to Ford’s new advertising slogan: Unlearn. By definition, in order to unlearn something, we must first undo the process of learning; to rid our minds of previously held orthodoxies and notions. Continue reading “What Does Ford Want Us To Unlearn?”