Strategy to Build Brands, Discount Less Pays off As Automaker Steals Share Advertising Age 03/09/09
Jean Halliday Copyright (C) 2006 Crain Communications; Inc. All rights reserved.
Maybe it's the rising quality of its cars. Maybe it's the halo surrounding Ford for passing up federal funds being devoured by its Detroit rivals. Or it could simply be Ford's focus on building image in its marketing while others flog incentives. But for whatever reason, America seems to have decided that Ford is a better idea after all... Through January, Ford Motor Co.'s retail-market share had risen for four consecutive months for the first time in 14 years, and that share was coming from General Motors and Chrysler. New data from CNW Market Research show that 19% of consumers who planned to buy a GM passenger car in January or February instead bought a Ford, Lincoln or Mercury. Some 15% of people who set out to buy a Chrysler or Dodge car in January instead switched to one of Ford's brands.
