Big things are happening at the Ford motor company (F). With a massive $11 billion revitalization plan underway, CEO Jim Hackett has a vision for the company, and it’s clear that it is going to get interesting before the outlook for the company improves. Ford’s launch of the redesigned Explorer SUV has been plagued with problems and the company is facing headwinds with stiff competition from around the world, macroeconomic challenges, and unimpressive demand for its products in China. Ford’s October earnings announcement beat expectations, but the market pummeled the company’s stock based on it’s forward-looking outlook that warned of challenges ahead.
The manufacturing plant and dealerships will be where the goals of the turnaround unfold, but the marketing departments are clearly stepping up their game as well to refresh the staid brand for a younger consumers. One need only look at the upcoming media events to see a new attitude to be projected by the old-line automobile company that innovator Henry Ford founded.
First, on November 15, the Long awaited film “Ford vs. Ferrari” will be released to theaters nationwide. Automobile enthusiasts are looking forward to the film which stars Christian Bale and Matt Damon, as British race car driver Ken Miles and the legendary American automobile designer and engineer Carroll Shelby respectively. Remember the Shelby Mustang? As the trailer previews, the film promises an exciting presentation of the history behind the Ford Motor Company’s success in defeating teams from around the world during the 1966 24 Hours at Le Mans, the legendary endurance race.
Then, on November 17, in advance of the Los Angeles Auto Show, Ford will unveil the “Mach E”, their new “Mustang-inspired” all-electric sport utility vehicle. Ford has been promoting the benefits of EVs as it begins a major push into the space and it’s clear that this launch, with the months of media outreach leading up to it, is designed to remind consumers of Ford’s history on the track, and to inspire the next generation of environmentally conscious drivers to give Ford a look. This could be the shot of PR adrenaline Ford needs right now to give Hackett’s vision for the company a better shot at success.
https://www.cnbc.com/2019/10/24/ford-unveiling-mustang-inspired-all-electric-suv-in-november.html