Quality Is Up, So What’s The Problem?

June 7, 2007 on 4:07 pm | In News |

Can all this fit into the Ford Fusion? Why not let the potential buyer see for themself?

The good folks over at J.D. Power and Associates recently released their findings from this year’s Initial Quality Survey (IQS). Every year, the company surveys people who have bought new cars to ask them to rate their vehicles.

This year, Ford topped the list. This doesn’t come as any surprise, as Ford makes some great vehicles. The problem I have is why Ford is having so much trouble getting people to realize this. If for just this reason alone, one can see how this is clearly a marketing communications problem.

I think a simple commercial is in order. Just a shot of a guy standing in front of his Ford Fusion, and he says, “Seriously, this car is awesome. I say it. JD Power says it. Everybody who drives it says it. Come drive one, and you’ll see. It’s free to test drive, and you can have it for a half hour. So go run some errands and we’ll pay for the gas.”

We then launch a promotion where anybody test driving a Ford vehicle can have it out for up to a half hour. Testing the vehicle out in real life is going to mean a lot more than knowing your truck can drive up a gigantic seesaw.