In tough economic times, automakers often help out their dealers.
In the case of Ford Motor Co., it’s trying to beat the times and its own image.
Hal Dewsnap, regional sales manager for Ford Motor in Irvine, said the automaker developed its “Drive One” marketing and advertising campaign to bridge the gap of “Ford’s perception and who we really are.”
Ford is on the move since it recently recruited marketing star Jim Farley from Toyota Motor Sales USA Inc. Farley started at Toyota in 1990 and now is group vice president of marketing and communications for Ford.
Dealers have felt Ford’s pain. Ford has lost market share, said Jim Graham, owner of Santa Margarita Ford.
“We have participated in that,unwillingly,” he said.
But Graham said he’s impressed with the marketing campaign and has started a campaign of his own. More on that later.
The challenge Ford has is creating awareness of its products, Dewsnap said.
Take the Ford Escape Hybrid.
“People didn’t even know we had it,” Dewsnap said.
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Dana Point Harbor: more boats for trailers than other boat shows |
It’s a crossover (read: smaller) sport utility vehicle and one of the most fuel efficient,35 miles to the gallon on the highway, he said.
Ford also is trying to make customers aware it’s using recycled plastic in the seats of the Escape. The foam in the seats are made from soybeans.
“Our reputation might not be as good as we are,” Dewsnap said.
Ford also has been highlighting the company’s focus on auto safety and new technologies such as a hands-free voice activated sound system that works with a digital music player or a phone to make calls.
The technology, Sync by Microsoft Corp., is in the Focus, Taurus and Fusion models, among others. New versions of Sync are automatically updated.
In July, Sync will be extra helpful to California drivers, when a law goes into effect requiring drivers to be hands-free on their cell phones while driving.
Ford’s new Edge, a crossover SUV that starts at $26,000, had its biggest sales month in California in April. The company also is expecting to do well with its Flex, a crossover SUV that looks like a cool station wagon due later this year.
“It’s made for Southern California,” Graham said.
The automaker has been soliciting dealer input and working closely with dealers, such as Ken Grody Ford in Buena Park, one of the largest Ford dealers in the state.
At a dealers show in Las Vegas recently, Ford brought in 60 engineers to speak with dealers about safety and technology.
In California, Ford is working to reduce the number of dealers, where it has more than any other state.
“We have more than we need,” Dewsnap said. “We have been working with them to buy back dealers in an orderly fashion.”
Having fewer dealers allows others to be bigger and stronger.
Back to Graham’s idea. He figured he’d create some awareness of his own by lending Orange County’s business leaders an Edge to drive for a week with a free tank of gas to boot.
“It’s such an easy idea. It’s a no brainer,” he said.
The hope is the executives will show off the vehicle a bit and inspire employees. In California, and OC especially, Ford is not on a lot of people’s shopping list. Graham, who can drive whatever he wants, is trying out the Edge. He calls it economical and stylish.
Graham said he won’t be one of those Ford dealers closing.
“We won’t be one of them,” he said.
He’s taken steps to tighten up where he can, cutting staff. It still does well in commercial truck sales and parts and service, he said.
Docking in Dana Point
The Dana Point Harbor Boat Show is Thursday through Sunday.
Dana Point is the smallest of OC’s harbors so its annual boat show has more boats that can ride on trailers than the Newport Beach boat shows. Some of the exhibitors include Dream Catcher Yachts of Dana Point, Crow’s Nest Yacht Sales of Newport Beach and Newport Boats.
Simon Says
New stores are lined up for Indianapolis-based Simon Property Group Inc.’s Orange County malls.
Kate Spade is opening at The Shops at Mission Viejo this fall. Laguna Hills Mall will get an Elephant Bar this summer and Nordstom Rack in September. The Block at Orange will see Lvl X women’s clothing store this summer, Nike Factory Store in August and The Children’s Place in September. At Brea Mall Guess and Michael Kors is opening this month and Marciano will open in the late summer.
