Filed under: Trends, Etc., Marketing/Advertising, Ford
Ford trades golf pants for branding iron, chaps
Virtually all
automakers attempt to mold their image by aligning themselves with other organizations and sporting events, but we
can't think of a recent move as extreme as that of Ford Motor Co. dropping its interest in the genteel sport
of golf to sponsor professional bull-riding.According to the Detroit Press, as part of its Way Forward plan, the automaker has already withdrawn from the PGA Tour and Senior Players Championship, and is strengthening its relationship with the Professional Bull Riders. The company even purchased a stake (steak?) in one of the beasts, which has been named ‘Super Duty’.
Reaction by the public has yet to be reported. But Art Spinella, president of CNW Marketing Research, believes that this new image focus is necessary. "On one hand,” said Spinella, “you're trying to be Arnold Palmer, and on the other, you're trying to be a cowboy.” Research by the Power Information Network shows around 71-percent of Blue Oval vehicle buyers are men, compared to the 64-percent industry average-- making the brand name one of the most masculine among consumers.
Ford will continue to showcase its vehicles at other happenings, including NASCAR, Ironman Triathlon events and of course, American Idol.
[Source: Detroit Free Press]
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Reader Comments (Page 1 of 1)
James N. 8:36PM (3/19/2006)
This is slightly interesting, as I have mostly seen Dodge being involved with rodeos. Though both have a good image with most 'Cowboys' that i know. The 90's 7.3 deisels were/are awesome and built a great image for Ford super duties. It is kinda funny, go to a rodeo and see Ford and Dodge. Go to an old duffer tractor pull and they're using Chevrolet's. Pretty much sums up the markets right there.
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Chris 9:37PM (3/19/2006)
Well this move seems to make sense on the surface, but on the other hand, alot of my buddies are contractors and own SuperDuty trucks, and most of them play golf. So who knows...
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laserwizard 7:57AM (3/20/2006)
Does this mean they'll yank the sponsorship of Phil Chokelsen on the PGA tour? This guy is a constant embarrassment for Ford with poor play, bone-headed decisions, and choking when it matters most. As a Ford owner, I loathe this idiot golfer even though he has managed to win a tournament or two inspite of his imbicilic play. Cadillac should sponsor that twit - his play matches their sense of style.
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Puff Chippy 10:14AM (3/20/2006)
If you're trying to build a tough image (which probably sells the majority of pickups) then this is the way to go. PBR has a he-man image while golf has sort of a sissy/metro image. Don't get me wrong, it's fun to play but what real man really sits around and watches golf on TV each Sunday? Golf would be great for any car aimed at the old or pretentious but not a truck.
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Suburban Farmboy 10:41AM (3/20/2006)
It's about time Ford got on board with something a little more hard-nosed than golf. I love the game as much as the next guy, but if you're trying to sell big bad trucks, sponsoring golf isn't the way to go.
While it hasn't made a noticeable dent in their truck sales, Chevy sponsors things like tractor pulling and things of that nature. A little more rough and tumble, like the image that they're trying to portray, and every bit helps.
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Car-la 5:40PM (3/20/2006)
Considering that Ford's moneymakers are trucks and SUVs, this is a smart move, if they want to stay strong in that market.
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