mers identify with its slogan, "the ultimate driving machine." Ford's brand lineup has been significantly expanded with the introduction of Volvo, Jaguar, and Aston Martin, as well as the development of a new, more expensive and larger SUV called the Excursion (Bradsher, 1999). The firm's current mission is to ensure that its new advertising campaign reaches all possible customers - those who are likely purchasers of the luxury vehicles and those who will continue to purchase the Taurus, Escort, and other mid-range passenger car, truck and SUV options.
In part, the move by Ford to re-emphasize its luxury products and brands is a recognition that some brands, such as the Mercury Marquis, have gotten "lost" (Jones, 2000). Ford's new strategy is to quite literally brand its models on the minds of consumers. Connelly (1998) reported that two years ago, Ford began creating a strategy to thrash out a global automotive brand marketing, advertising, and repositioning effort. The new brand strategy, which identified each of its brands with a set of key phrases, was developed to give each brand a sharper image in consumers' minds. The distinct brand identities described below have been conveyed in auto show displays and electronic as well as print media advertisements. Each brand has been given a "visual language" to further reinforce these definitions.
Ford Genuine, progressive, smart
Mercury Innovative, expressive, individualistic
Mazda Stylish, spirited, insightful
Jaguar Elegant, sensuous, original
Aston-Martin The most exclusive club
Red Carpet Lease Loyalty, flexibility
Quality Care Reliable, convenient service
Hertz Superior global service, speed,
convenience, competitive prices
To accommodate these new brand definitions and images, Ford has undertaken a major media shift. Irwin (1999) described this shift as reducing Ford's print spending by $100 million and shiftin...