xcel
02-23-2009, 01:00 AM
http://www.cleanmpg.com/photos/data/2/Chinese_Flag.jpg New Generation of Young, Confident Single Women With Jobs and Ambition Are Prime Target of Fiesta Campaign. (online.wsj.com/article/SB123420900929464797.html)
http://www.cleanmpg.com/photos/data/501/2009_Ford_Fiesta_Zetec.jpgGordon Fairclough - WSJ (wallstreetjournal.com) - Feb. 10, 2009
2009 Ford Fiesta.
Hopefully the Chinese Fiesta will sell on its own merit but Ford’s unique advertising approach has merit. -- Ed.
Beijing -- Marketing executives at Ford call her "Mei," and she is critical to the success of the U.S. auto maker's strategy in China.
To Ford, Mei, which means "beautiful" in Chinese, represents the twenty-something, college-educated single women who form the bull's eye in its target market here for the Ford Fiesta. The compact hatchback is the first in a planned series of cars that the company has designed to sell, with minor variations, in markets around the world.
Connecting with Mei, who earns $880 to $1,500 a month and wants her first car, and persuading her to buy a Fiesta, are increasingly important missions for Ford as it tries to offset sagging sales in North America. By unit sales, China is the world's second-largest vehicle market after the U.S. and Ford has struggled here recently.
While overall passenger-vehicle sales in China rose nearly 7% last year, sales of Ford brand cars fell 10%, according to J.D. Power & Associates... Ford says it plans to roll out an ad campaign for the Fiesta next month that will be aimed at Mei and her peers. It will largely bypass television and newspapers to catch them where they spend much of their time: online and reading lifestyle magazines... http://online.wsj.com/article/SB123420900929464797.html
http://www.cleanmpg.com/photos/data/501/2009_Ford_Fiesta_Zetec.jpgGordon Fairclough - WSJ (wallstreetjournal.com) - Feb. 10, 2009
2009 Ford Fiesta.
Hopefully the Chinese Fiesta will sell on its own merit but Ford’s unique advertising approach has merit. -- Ed.
Beijing -- Marketing executives at Ford call her "Mei," and she is critical to the success of the U.S. auto maker's strategy in China.
To Ford, Mei, which means "beautiful" in Chinese, represents the twenty-something, college-educated single women who form the bull's eye in its target market here for the Ford Fiesta. The compact hatchback is the first in a planned series of cars that the company has designed to sell, with minor variations, in markets around the world.
Connecting with Mei, who earns $880 to $1,500 a month and wants her first car, and persuading her to buy a Fiesta, are increasingly important missions for Ford as it tries to offset sagging sales in North America. By unit sales, China is the world's second-largest vehicle market after the U.S. and Ford has struggled here recently.
While overall passenger-vehicle sales in China rose nearly 7% last year, sales of Ford brand cars fell 10%, according to J.D. Power & Associates... Ford says it plans to roll out an ad campaign for the Fiesta next month that will be aimed at Mei and her peers. It will largely bypass television and newspapers to catch them where they spend much of their time: online and reading lifestyle magazines... http://online.wsj.com/article/SB123420900929464797.html