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14.10.03, 21:20
MARKETING: Ford Motor varies its pursuit of ethnic groups
By Laura Clark Geist
Automotive News / October 13, 2003
DETROIT - Ford Motor Co.'s various brands take different approaches to ethnic
marketing.
For example, some Premier Automotive Group luxury brands do not have
marketing campaigns for each minority group, says Jan Valentic, Ford's vice
president of global marketing.
Jaguar has focused most of its U.S. minority efforts at blacks. And while it
supports some Hispanic dealer advertising, Valentic says the British brand is
not pursuing Asian-Americans.
"It's not that Asians don't buy Jaguars," she says. "Jaguar (in the past) was
often assumed to be poor quality.
"The reality is that its quality is on par with the Asian imports. So we have
a huge perception gap with Jaguar and Asians. The No. 1 purpose for purchase
with Asian-Americans is dependability."
Among other PAG brands, Land Rover is concentrating on the Hispanic market,
while Volvo is considering creating a campaign aimed at Asian-Americans.
"You have to look at the marketing challenges that are there," Valentic says.
"You have to go where you have a good likelihood of success."
Ciekawe. A dla kogo Volvo, Aston?