Ford is launching ‘cars with personality’ to change perceptions

In keeping with founder Henry Ford’s ethos of bringing products to the masses, car marque Ford’s future focus is on increasing accessibility to electric cars, autonomous vehicles and launching its shuttle services in European cities. But while the brand has its sights firmly set on the future it is not complacent enough to ignore the present. While Ford’s ‘brand love’ is still strong, it does have something of a perception challenge, according to Richard Beard, marketing manager at Ford of Britain, particularly as consumer choice grows and products evolve. He says: “There is a high level of love for the brand – it’s our job to try and make more of those memories more recent because people have grown and developed.” The issue comes when fans “think back too far” and talk about their love for products the company no longer makes.