Ford Letting Go of Control To Court Millennials
Brett May 4th, 2009
I found an interesting article the other day in the Wall Street Journal titled “Ford Takes Online Gamble with New Fiesta” regarding Ford’s new efforts to court Millennial consumers. The company has chosen one hundred Gen Yers to drive their new Ford Fiesta and post their reviews of the car online through video sites like YouTube. While Ford will have no control over the postings of these viewers, the company realizes that in order to break into the sub-compact market that their rivals dominate, the company could not do business as usual. Their answer to let the product speak for itself instead of trying to manipulate the message is an interesting one. While Ford has pre-screened the sample, I think the fact that such a brand oriented company is relinquishing any control of the marketing message marks a sharp shift in Ford’s approach to win over Millennials. Continue Reading »
