Ford is revising its marketing strategy in Europe with an aim to highlight the ‘American’ appeal of its vehicles.
The automaker is launching a new ‘Adventurous Spirit’ slogan based on the American values of “freedom, outdoors and adventure.” This comes while it is dropping the Fiesta and Focus in Europe to increase its focus on SUVs, crossovers, and pickup trucks. It will also introduce the Bronco in select European markets in the spring of next year.
“We are seizing the opportunity to completely reposition ourselves,” Ford’s German marketing chief Christian Weingaertner said. “Our future models are more American, and from 2030 they will all be electric.”
The new marketing campaign will see the Mustang promoted through the ‘Wild Performance’ tag while the Puma will be promoted as an ‘Urban Escape.’ Additionally, the Explorer will use the ‘Active Adventure’ tagline and the Ranger will be marketed as the ‘Ultimate Outdoor’ vehicle in Ford’s range.
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Ford’s new marketing push in Europe comes as it looks to strengthen its position in the market. In the first 10 months of 2022, it had a 4.7 percent share of the European passenger car market compared to the 24.6 percent share of the VW Group and Stellantis with an 18.8 percent share. Ford also secured a $256 million profit in Europe in the third quarter.
Speaking with Auto News, Weingaertner added that Ford is switching focus in Europe from volume models to those that generate more profits.
“There is no more ‘plain vanilla’ with us,” he said. “There is no contradiction between adventure and freedom on the one hand and electric mobility on the other. Anyone who has driven a Mustang Mach-E or F-150 Lightning is convinced.”
Ford’s European changes will continue with the adoption of a direct-sales model where the automaker will invoice customers directly and dealerships will receive a fixed fee for each sale. This will also reduce costs as fewer dealers and retail space will be needed to sell Ford models.