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Position: Auto Articles - [Auto News] - Ford`s Drive One campaign is focusing on the people
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Ford`s Drive One campaign is focusing on the people
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In its newest attempt to make itself more appealing in the eyes of the mighty paying public, Ford`s asking the employees to spread the news. Under its marketing and advertising campaign for Drive One debuted earlier this week, the carmaker is bringing together also its dealers and engineers, educating them on the gains of the maker in quality, technology, safety plus environmental friendliness.
Ford kicked this off by briefing last week employees and retirees, and brought 60 engineers to the annual Las Vegas dealer show currently underway of sharing specifics in terms of the current designs and technologies, Automotive News reported.
Jim Farley, group vice president of marketing and communications at Ford, was put in charge for improving Ford's appearance ever since he came over in 2007 from Toyota.
"We'll have fancy TV ads, but the essence is one human being talking to another human being about Ford," Farley affirmed, adding the perception and reality of products by Ford that don't match. "It's that gap between reality and perception that this whole thing is designed to close".
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