Ford makes Boldmoves

An interesting item from an article about the difficulties the US Car Industry is having in getting to grips with the 50-plus.

As part of its Way Forward plan, Ford is not only targeting a specific demographic (age based segment) but in addition the lifestyle group of those who have a “Lust for Life”.

"We are trying to focus on our customers more than just the simple demographic," said John Felice, general marketing manager, Ford Division. "Take the Ford Division brand. Our target customer is Lust for Life. So, rather than just saying we are targeting baby boomers, what we are specifically targeting the Lust-for-Life customer. They share an on-the-go spirit and believe life is to be lived boldly.

"They are confident in who they are and try new and better things to improve their lives. This is a long way from simply targeting an age group."

As an example of the post Stone Age approach to marketing, Ford will use its soon to be launched BOLDMOVES marketing platform, where it will demonstrate how its product meets the needs of the lust for life customer, which will include the baby boomer.

"I think you'll find our new advertising will connect with the baby boomer demographic," said Felice. "We are connecting emotionally by tapping into the shared attitudes and values of our Lust for Life target."

Ford, I am delighted that you are adopting this approach. But why has it taken you so long. What have your marketers been doing all of these years? Dick Stroud