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Ford Wants New Way to Measure Mileage

Consumers “confused” by and “tuning out” current, misleading numbers.

by on Mar.27, 2013

Jim Farley, global marketing chief at Ford Motor Co.

If you’re like most motorists, you’ve struggled to reconcile the numbers in those endless automotive ads with the actual mileage you’re likely getting day-to-day.

The reality is that the current EPA fuel economy rating system doesn’t work, and American motorists are both “confused” and “tuning out,” according to Jim Farley, global marketing chief at Ford Motor Co. That’s especially true when it comes to hybrid vehicles, which can be extremely sensitive to variations such as weather, road conditions and personal driving style, he added.

So, a new way of calculating mileage that gives motorists a real idea of what to expect is necessary, said Farley, in his keynote speech at this year’s New York International Auto Show.

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“It is confusing how we express fuel economy,” he declared, adding that the official federal ratings “really aren’t relevant. We need to help customers understand their personal fuel economy.”

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Ford Planning to “Go Further” with New Global Ad Campaign

Maker intent on “myth-busting.”

by on May.14, 2012

Ford's global marketing czar Jim Farley.

It’s time to do some “myth-busting,” says Ford Motor Co.’s global marketing chief, and the maker is counting on a new global ad campaign, dubbed “Go Further,” to get its message out to potential customers who have long ignored the brand – whether in Boston, Berlin or Beijing.

Replacing the old “Drive One” effort, the unusual new campaign — which downplays the Ford name to lure consumers in for a closer look — will be the largest in the maker’s history, with spending “on a car launch level” even when promoting the overall brand, noted marketing czar Jim Farley during a Monday news conference.

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The goal, added another Ford executive, is to use “every channel” available, from traditional print and television advertising to the latest in social media channels, to reach an otherwise over-saturated market.

And preliminary results suggest the Go Further campaign, launched late last month, is already paying off, generating tremendous follow-through by motorists along the import-oriented coasts.  Ford spots on outlets like youtube.com have been watched or downloaded more than 3.4 million times, said the executive, on a par with what the best ads to run on the Super Bowl might normally generate.

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