Ford is revising its advertising technique in Europe with an goal to focus on the ‘American’ enchantment of its autos.

The automaker is launching a brand new ‘Adventurous Spirit’ slogan primarily based on the American values of “freedom, outside and journey.” This comes whereas it’s dropping the Fiesta and Focus in Europe to extend its give attention to SUVs, crossovers, and pickup vans. It can additionally introduce the Bronco in choose European markets within the spring of subsequent yr.

“We’re seizing the chance to utterly reposition ourselves,” Ford’s German advertising chief Christian Weingaertner stated. “Our future fashions are extra American, and from 2030 they’ll all be electrical.”

The brand new advertising marketing campaign will see the Mustang promoted by means of the ‘Wild Efficiency’ tag whereas the Puma will likely be promoted as an ‘City Escape.’ Moreover, the Explorer will use the ‘Energetic Journey’ tagline and the Ranger will likely be marketed because the ‘Final Outside’ car in Ford’s vary.

Learn: 2023 Ford GT Mk IV Is A $1.7 Million Observe-Solely Swang Music With Over 800 HP

Ford’s new advertising push in Europe comes because it seems to strengthen its place out there. Within the first 10 months of 2022, it had a 4.7 p.c share of the European passenger automotive market in comparison with the 24.6 p.c share of the VW Group and Stellantis with an 18.8 p.c share. Ford additionally secured a $256 million revenue in Europe within the third quarter.

Talking with Auto Information, Weingaertner added that Ford is switching focus in Europe from quantity fashions to those who generate extra earnings.

“There isn’t a extra ‘plain vanilla’ with us,” he stated. “There isn’t a contradiction between journey and freedom on the one hand and electrical mobility on the opposite. Anybody who has pushed a Mustang Mach-E or F-150 Lightning is satisfied.”

Ford’s European modifications will proceed with the adoption of a direct-sales mannequin the place the automaker will bill clients straight and dealerships will obtain a set payment for every sale. This will even scale back prices as fewer sellers and retail area will likely be wanted to promote Ford fashions.

Ford is revising its advertising technique in Europe with an goal to focus on the ‘American’ enchantment of its autos.

The automaker is launching a brand new ‘Adventurous Spirit’ slogan primarily based on the American values of “freedom, outside and journey.” This comes whereas it’s dropping the Fiesta and Focus in Europe to extend its give attention to SUVs, crossovers, and pickup vans. It can additionally introduce the Bronco in choose European markets within the spring of subsequent yr.

“We’re seizing the chance to utterly reposition ourselves,” Ford’s German advertising chief Christian Weingaertner stated. “Our future fashions are extra American, and from 2030 they’ll all be electrical.”

The brand new advertising marketing campaign will see the Mustang promoted by means of the ‘Wild Efficiency’ tag whereas the Puma will likely be promoted as an ‘City Escape.’ Moreover, the Explorer will use the ‘Energetic Journey’ tagline and the Ranger will likely be marketed because the ‘Final Outside’ car in Ford’s vary.

Learn: 2023 Ford GT Mk IV Is A $1.7 Million Observe-Solely Swang Music With Over 800 HP

Ford’s new advertising push in Europe comes because it seems to strengthen its place out there. Within the first 10 months of 2022, it had a 4.7 p.c share of the European passenger automotive market in comparison with the 24.6 p.c share of the VW Group and Stellantis with an 18.8 p.c share. Ford additionally secured a $256 million revenue in Europe within the third quarter.

Talking with Auto Information, Weingaertner added that Ford is switching focus in Europe from quantity fashions to those who generate extra earnings.

“There isn’t a extra ‘plain vanilla’ with us,” he stated. “There isn’t a contradiction between journey and freedom on the one hand and electrical mobility on the opposite. Anybody who has pushed a Mustang Mach-E or F-150 Lightning is satisfied.”

Ford’s European modifications will proceed with the adoption of a direct-sales mannequin the place the automaker will bill clients straight and dealerships will obtain a set payment for every sale. This will even scale back prices as fewer sellers and retail area will likely be wanted to promote Ford fashions.