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Case study Ford: From reason to emotion

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  1. Language
  2. Language and Lexicon
  3. Features of Language
  4. Language Structure
  5. Language Processing and Cognitive Psychology
  6. Conclusion

The question our survey posed is: "Which of the cars currently on the market, do you prefer?" Of the 1 000 respondents, only 4% refer to a car from the brand Ford. The table provided shows the reputation of other brands in France. According to this study, the market leaders are French manufacturers. We did not seal the details of cars most cited among competitors, and Ford is present in segments but does not really stand out.

Ford's notoriety in France is relatively low, although it ranks average compared to its competitors. As effort needs to be made to enhance communication, especially when we learn through this same study, that the robustness of Ford is the third most important criterion for respondents when buying a car (there were 10 available criteria, and robustness is placed behind price and comfort.). With this observation, we can infer that Ford went relatively unnoticed in France.

Since the purpose of this case study is to propose new solutions for communication, we are also interested in the current reputation of Ford in the area of innovation to better understand how the public perceives the evolution of mark.

For this, we rely on a study published by EPSY, a marketing research firm and social ( It is always spontaneous awareness, according to a survey of 1000 French (the European study, several countries were surveyed). The question is: What are all the brands you consider innovative?

While Peugeot, Renault and Citroen are considered innovative brands in France, Ford simply does not appear. Yet in Germany, Ford is entering the rankings behind Mercedes, Audi, BMW, Volkswagen and Opel. The problem is not only Ford but also the majority of French car buyers, who seem hesitant to face foreign brands.

Ford needs to enhance its reputation by contacting the French public with the same tools as its French competitors that we will discover through this document. Ford has a playing card on innovation; innovation in the automotive sector is a significant desire among consumers.

Having carefully reviewed the entire internet and all journals available, unfortunately to no avail in terms of aided awareness, we decided to put around us to contribute to this step. We asked the following question "The last advertising (TV or press) for a car brand that you saw was: Peugeot, Renault, Citroen, Volkswagen, BMW and Ford?? On this little test with thirty people, Citroen and Ford arrive last.

Despite the recent communication on the Focus, Ford can not win. The score assignment is rather low, since few people remember that advertising with the "sensitive stylist haughty elegance of a car available is signed for his Ford Focus. Again, Ford's reputation is rather low, the brand failing to issue a strong message, recognizable and compelling. In wanting to play the card of the break with his communication on the Focus, Ford has perhaps not dare go so far in the creative leap that its competitors with their advertisements, such as Renault (the excellent top 20 dreams)Peugeot (with toy cars against the 407) or even BMW (emotion) that create a better reputation.

Tags: Ford, Ford in France, popularity of Ford in France

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