Filed under: Sedan, Marketing/Advertising, Videos, Ford

While the Taurus name still carries very strong awareness with customers, Ford needs to show the car-buying public that the 2010 model has an entirely new level of class and refinement. To accomplish its goal, the flagship sedan’s new marketing campaign is ignoring competitors like the Honda Accord and instead going after the luxury competition.

New online ads will pit the 2010 Taurus, which starts at $26,000, against competition that costs $60,000 or more. In one spot, the Taurus goes head to head with the much more expensive Lexus LS. Both vehicles will be driving behind a leaky gravel hauler to show that the Ford has a better paint job. In another spot featuring the Infiniti M45X, Ford aims to show that the Taurus has a more sophisticated radar system. Infiniti spokesman Kyle Bazemore tells the Detroit News that his company is flattered to be chosen by Ford as a benchmark, but “our entry-level Infiniti G beat the Taurus in a head-to-head test by Edmunds.com.”

Ford says the ads aren’t targeting luxury car buyers, but instead they are meant to tout the Taurus’ advanced technology. Analyst Jim Hall of 2953 Analytics LLP likes Ford’s approach, since many vehicles in the segment don’t have the same level of tech as the Taurus. Hall isn’t so sure, however, if the online ads go far enough to distinguish the new Taurus from the old model. Ford’s print and TV spots won’t feature luxury competitors, though, instead focusing mainly on favorable reviews and technology.

Follow the jump to view two of the new Taurus ads. In the first one, Ford takes on the Acura RL to see which vehicle has the quieter cabin. The prop? A fire-breathing drag racer, parked right between the two vehicles. The second spot features the Taurus and Lexus LS taking on the fore-mentioned gravel hauler. This commercial is pretty sweet, if only because of the slow motion chunks of rocks hitting both cars set to opera. Hat tip to Racer.

[Source: Detroit News]

Continue reading REPORT: Ford to go after lux brands with new Taurus ads [w/VIDEO]

REPORT: Ford to go after lux brands with new Taurus ads [w/VIDEO] originally appeared on Autoblog on Fri, 31 Jul 2009 13:31:00 EST. Please see our terms for use of feeds.

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Filed under: Motorsports, Performance, Hatchback, Ford, Subaru

2009 X Games Rally Car ride along – Click above for high-res image gallery

Continue reading 2009 X Games Rally Car ride along

2009 X Games Rally Car ride along originally appeared on Autoblog on Fri, 31 Jul 2009 11:57:00 EST. Please see our terms for use of feeds.

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Filed under: Aftermarket, Coupe, Performance, Ford

Saleen 435S Mustang – Click above for a high-res image gallery

It’s been an up and down week for Saleen Performance Vehicles, the newly formed company owned by MJ Acquisitions. Just last week Saleen just launched the 435S, their first model based on the 2010 Mustang, but only days before they were slapped with a lawsuit filed by Steve Saleen demanding that they stop using the Saleen name.

While Mr. Saleen claims the lawsuit was filed to “protect the name, reputation and brand value of Steve Saleen”, Saleen Performance Vehicles claim they have every right to use the name after purchasing assets from Saleen, Inc. including the “Saleen brand for superchargers, aftermarket parts and high performance vehicles.” Despite the lawsuit, SPV plans to continue developing its lineup of performance Mustangs, and should launch a second vehicle some time in the fall.

As for the lack of warranties for vehicles and parts sold before February of 2009 created by the sale of assets, SPV states that they are “working to resolve past warranty issues and have every intention of going forward with a warranty policy that will provide confidence to all our valued stakeholders.” It’s a fairly vague statement, but somewhat encouraging and most definitely a step in the right direction. You can read the full statement from Mike Shields, SPV’s President and CEO after the jump.

[Source: Saleen Performance Vehicles]

Continue reading Saleen responds to lawsuit, addresses warranty issues

Saleen responds to lawsuit, addresses warranty issues originally appeared on Autoblog on Fri, 31 Jul 2009 10:57:00 EST. Please see our terms for use of feeds.

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Filed under: Chrysler, Ford, GM

Bankruptcy may have put General Motors and Chrysler in a better financial position, but a report from Rasmussen shows that public opinion may have taken a big hit in the process. The survey, which was completed by 1,000 Americans in late July, shows that only 38% of Americans now have a favorable opinion of GM, down six points from May, and 21% of respondents have a very unfavorable view of the Detroit-based automaker. Chrysler now only has a 34% favorable rating, also down six points, while its very unfavorable rating has dipped to 23%.

The perils of GM and Chrysler are having the opposite affect on Ford, though, as the latest Rasmussen Report shows the public now has a 66% favorable opinion of Ford, with 22% now very favorable. The reason sited in the survey is the fact that the Blue Oval didn’t require bailout money, along with avoiding a stint in bankruptcy court. For Ford, 46% of Americans surveyed are more likely to buy a car for avoiding government assistance, while only 17% say they are more likely to go GM now that the company is out of bankruptcy. While the report is good news to Ford, we’d point out that the significant swings in opinion from March to May to July shows that the public mood can shift quickly.

The bankruptcies of GM and Chrysler have certainly weighed down public opinion of the companies, but the attention the industry has received in the past year has helped the surveyed Americans place more value on the auto industry. 88% of those surveyed felt the auto industry is at least somewhat important to the economy, compared to only 49% back in March 2007. Hit the jump to review the complete Rasmussen Report.

[Source: Rasmussen Reports]

Continue reading STUDY: Ford continues to find favor with consumers while GM, Chysler decline

STUDY: Ford continues to find favor with consumers while GM, Chysler decline originally appeared on Autoblog on Thu, 30 Jul 2009 07:58:00 EST. Please see our terms for use of feeds.

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