Ford Credits Technology and Marketing For Ad Age Award
It's been an interesting few years for Ford and the auto industry as a whole. However, Ford recently took home the "Marketer Of The Year" from Ad Age thanks to an emphasis on technology and a unqiue marketing approach.
Ford recently established itself as a leader in in-vehicle technology – with products like Sync – and that transition is starting to pay dividends. Between 2008 and 2009, Ford’s revenue per vehicle jumped 14 percent to $26,100, with much of that attributed to new vehicle technology.
“Technology has been fundamental to our improved brand and business,” Ford’s vice president of product development, Derrick Kuzak, said. He added that technology is responsible for about 33 percent of that revenue increase.
Ford’s Sync hands free system has proven to be popular among buyers, with the Blue Oval now rolling out its MyFord Touch and MyLincoln Touch systems. Ford plans to offer 80 percent of its vehicles with MyTouch by 2015.
Ford is now firmly entrenched back in the No. 2 spot for U.S. sales among automakers, with 17% of the U.S. auto and light-truck market in the first nine months of 2010, behind GM, according to Automotive News, an Ad Age sibling.
Industry insiders credit Ford's marketing transition with the installation of Jim Farley the VP of Marketing. He changed the culture with fresh ideas and innovations.
"Jim Farley has done a superb job," said AutoExtremist.com's Peter DeLorenzo. "He took some risks with the advertising, and Ford's products are getting better by the month. It worked out. The marketing and advertising has all come together nicely."