Ford refocuses on brand to fend off rivals' growth

Quilter, James
July 2005
Marketing (00253650);7/6/2005, p5
Trade Publication
This article reports that the Ford Motor Co. in Great Britain is preparing an ad campaign to re-establish the brand's image and strengthen its business against Asian competitors. The car giant is understood to be in the early stages of planning a brand that will be rolled out early next year. Since 1999, the company's marketing has communicated the contemporary dynamics of its cars. Although still the market leader, Ford is coming under massive pressure from Korean and Japanese marques including Toyota, Honda and Hyundai, which are all experiencing growing sales.


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