TITLE

Ford ties SUVs to 'outfitter' theme

AUTHOR(S)
Halliday, Jean
PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Ford Motor Co. to create an outfitter theme in the showrooms of its dealers for sport utility vehicles (SUV) in 1999. Ford will group its entire SUV lineup in television commercials to promote its outdoor point home. The advertisements and strategy will be unveiled in Detroit, Michigan on August 19, 1999. The new campaign will support an expanded line of SUV. The division this fall 1999 introduces the Excursion model. The F-150 Supercrew, a combination Expedition/F-150 pickup and the Explorer Sport Trac, a 2001 model-year SUV with a short pickup bed will arrive in 2000. A compact SUV follows later in 2000. Both national and dealer association commercials will compare specialty-equipment outfitters for climbing, camping or canoeing to Ford, pitched as the sport-utility outfitter. INSET: Focus targets young buyers with live TV ads.
ACCESSION #
2166365

 

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