The campaign amounts to a significant effort for a vehicle that is being launched into an EV market that remains niche, despite much hype.

Year-to-date, 175,350 electric vehicles have been sold in the U.S, which is less than 2 percent of all vehicle sales, according to figures provided by Kelley Blue Book sourced from insideevs.com. Tesla dominates EVs, selling 491,602 since 2010, compared with just 9,787 by Ford.

But the Mach-E represents a mindshift for Ford, which had previously sold electrified versions of more economy-minded models, like Focus, rather than a brand like Mustang that is known for performance. “This is a huge play by Ford to get serious about EVs,” says Karl Brauer, executive publisher of Kelley Blue Book. It is as much of a corporate branding play as anything, he notes, driven by a desire to be perceived by consumers and analysts as “a forward-thinking, progessive company.”

Ford’s push follows moves by other high-performance brands to take on Tesla, including Audi, which has poured significant marketing behind its new “e-tron” SUV, the first of three battery electric vehicles the luxury brand will introduce over three years. Jaguar, meanwhile, has run TV ads for its electric I-PACE SUV, including one that uses the phrase “roar silently.”

But Brauer says Ford’s Mach-E fills a gap for U.S. buyers who prefer domestic brands and might be lured into buying an EV backed by an iconic brand such as Mustang that has been around a lot longer than Tesla.

Still, he says that does not guarantee the Mach-E will be “an overnight success.” There “is not going to be a single model that comes out in one fell swoop and turns the world into an EV-buying world,” he adds. “It’s going to be a long process of knocking down barriers and knocking down resistance from various demographics one-by-one.”

Ford is targeting a group of buyers it refers to internally as “lovers of the new,” which it refers to in internal documents as “LOTN.” 

“These are folks who are younger, more educated, more affluent,” VanDyke says. “Most of them...have never shopped Ford before. So we are absolutely interested in expanding the audience and bringing new people into the brand.”

Still, Ford wants to avoid turning off Mustang loyalists, some of whom might find anything resembling an SUV to be blasphemous for the pony car brand built on sports coupes. That is why Ford put an emphasis on reaching out to Mustang clubs, including flying members of the enthusiast groups to Detroit to get a behind the scenes look at the Mach-E. Some members of California-based Mustang clubs were scheduled to participate in Sunday’s reveal event.

Ford is also trying to leverage its network of 2,000 dealers who are “certified, trained EV dealers,” VanDyke says, referring to the vast dealer network as a “competitive advantage” over Tesla. The dealers, he says, “are completely motivated to activate their active their loyal owner base.”

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Ford Motor Co., Toyota Motor Corp. and General Motors topped the industry in the Rainbow/PUSH Coalition's 2019 Automotive Diversity Scorecard released this month.

The organization also lauded improvements by Fiat Chrysler Automobiles, Honda Motor Co. and Nissan Motor Co.

The scorecard judges automakers on their commitment to improving diversity in employment, advertising, marketing, procurement, dealers and philanthropy.

Companies are scored as either green, yellow or red. Green signals that a company is using best practices to build ethnic diversity and has shared its goals, initiatives and investments in this area. Yellow indicates diversity is evident, but not all dollar investments, key figures and other factors were disclosed.

Red means diversity initiatives were nonexistent or undisclosed or that there was not relevant information provided for scoring.

Ford and Toyota had green marks in five of the six categories. Both had yellow ratings for dealerships. Ford ranked third in the industry, with 168 minority-owned dealerships at the end of 2018, while Toyota was fifth, with 74, according to the National Association of Minority Automobile Dealers.

GM, the only automaker with a green rating for dealerships, had 278 minority-owned stores, the most in the industry. Overall, GM got four green ratings.

"Toyota and Ford have done very well because both have African American agencies of record, moreover, their procurement spend has been very strong," John Graves, chairman of the Rainbow/PUSH Automotive Project, said in an email to Automotive News. "Lastly, the commitment in the C-suites has been exceptional."

FCA, Honda and Nissan "have shown the most improvement by increasing their advertising and procurement spend with African American companies," Graves said.

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