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Drew Smith: ethnographer, strategist and host of Rising Minds

Ford Pits New Taurus Against Luxury Brands, hands Mercury/Lincoln a Noose

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Up until now, confusion has reigned supreme regarding Ford’s positioning of the new is-it-premium-or-isn’t-it Taurus and how it relates to the Lincoln/Mercury ranges.

Well be confused no longer because the online ad campaign for the new car, going live on August 4, pits the new EcoBoosted sedan against… the Lexus LS460!

In a move that’s sure to mightily upset the brand guardians at Lincoln and Mercury (if indeed there are any…), the campaign gives a blow-by-blow account of how the butch sedan bests the behemoth from Japan, along with the Audi A6, Infiniti M45X and Acura RL, while being up to three times cheaper.

The Detroit News quotes Jim Hall, an analyst at 2953 Analytics LLP as saying the approach is “smart and necessary”. “None of the cars in its segment have these features… when people think of your car as more upscale than it is, it’s only going to help you when they see the price.”

Indeed! Why bother with less well equipped Mercury or an overpriced Lincoln?

The words home and goal are coming to mind right now…

[Source: The Detroit News via Autoblog]

Category: Advertising, Branding, Car, Car Culture, Design Strategy, Premium

Tagged: , , , , , ,

2 Responses

  1. Brian DR1665 says:

    Am I seeing that right? “Two cars and a ton of gravel. Which paint finish will handle the onslaught?” You’re going to be able to virtually dump a ton of rocks onto the cars to see how they look afterwards?

    That’s the sedan equivalent to being dropped from a crane. Dodge trucks beware!

  2. Massimo says:

    looks like the cheaper version…of the already cheapest version (LS vs S class, 7 Series, A8).

    not sure how is this working…

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