Ford Europe’s new marketing has an American, electric focus | Popgen Tech
KITZBUEHEL, Austria – Ford Motor will use its American heritage to boost profitability in Europe as the automaker moves to become an all-electric brand in the region.
Ford is abandoning its long-running volume models, the Fiesta small car and Focus compact, in Europe to concentrate on SUVs, crossovers and vans, which generate higher margins.
The automaker plans to introduce three all-new all-electric cars in the region in the next two years before going all-electric at the end of the decade.
Ford sees these launches as a chance to revamp its marketing with a new slogan called “Adventurous Spirit”, which stands for the American values of “freedom, outdoors and adventure”.
“We are taking the opportunity to completely reposition ourselves,” said Ford’s head of marketing in Germany, Christian Weingaertner.
“Our future models are more American, and from 2030 they will all be electric,” Weingaertner said Car News Europe sister publication Automobile weeks at a press event here.
New marketing labels
Ford’s models will be linked to new marketing claims. For his Mustang sports coupe, he will use “Wild Performance”. His Puma small crossover will be promoted with the “Urban Escape” tagline. The Explorer large crossover will be linked to “Active Adventure” while the Ranger pickup will be the “Ultimate Outdoor” vehicle.