Ford’s “Swap Your Ride” consumer marketing campaign has returned with hopes that it will continue to change consumer perceptions about Ford. The campaign allows consumers a chance to exchange their competitive-make vehicle and experience a new Ford for a week.
“We’ve found that challenging people’s perceptions head-on is the best way to change their minds about Ford,” said Matt VanDyke, Ford’s director of U.S. Marketing Communications. “We’re tapping real people, allowing them to experience our vehicles for themselves and then capturing their enthusiasm for the products. We’re telling the Ford story through the eyes of the people who matter most – real consumers.”
In one of the television ads, Dirty Jobs host Mike Rowe talks to a consumer who swapped his Toyota Yaris for a Ford Fiesta.
“How do you compare the Fiesta to the Yaris?” Rowe asks.
“It’s a complete upgrade,” the young man responds. “When it comes to the design of the outside and the design of the inside, hands down I would’ve picked this car. When I told everyone that the Fiesta got 40 mpg, everyone assumed it was a hybrid.”
Ford’s class-leading fuel economy is a consistent theme throughout the ads. Ford offers at least 12 vehicles that lead their sales segments in fuel economy – including four vehicles with EPA-certified 40 mpg or higher fuel economy ratings – a claim no other full-line automaker can beat.
Consumers also were impressed with the innovative technology, advanced safety features and eye-catching design that Ford vehicles offer.
“It’s very cool to see people react the way they do,” said VanDyke. “When they get into a Ford for the first time, they’re really surprised with the fuel efficiency, performance and great technology. That’s been a consistent reaction to our entire lineup.”
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