Ford has to show people that while the Taurus nameplate remains, there is a whole new car behind it. Matt Van Dyke, Ford marketing director, says good news about Taurus is that it has very high name recognition, something like 87%. The bad news is that a lot of the people who recognize the name don’t think much about.
The challenge for Ford’s marketing team is to create a more favorable impression of the car through an aggressive advertising campaign that will use television and newspapers, and a broad digital campaign complete with some clever videos “experiential” advertising that drives home the point that Taurus is completely new and is vastly different from the old sedans that populated rental fleets from coast to coast.
“This is a transformational car for us,” Van Dyke said. “This is a whole new approach to using ‘word of mouth’ that will showcase our fantastic new Taurus. Just as Taurus is reshaping the idea of what a sedan can be, this campaign will reshape how people learn about Taurus.”
The 2010 Taurus is priced starting at $25,995 but running up to almost $40,000 for SHO performance model. The base price is the same as the outgoing model. But the “Webisodes” pit the technology features and quality found against more expensive luxury sedans from Audi, Lexus, Acura and Infiniti.