“We’ve said ‘Built Ford tough,’ but I don’t know that we have as explicitly said: ‘Look, this vehicle can tow, and let me demonstrate it’ — not in a competitive way, in a leadership way. This vehicle can operate off-road; this vehicle has led for 24 years,” said Rich Stoddart, marketing communications manager for the division.
Ford is running the four TV spots nationally. They were created by J. Walter Thompson in Detroit.
Ford has lost market share in light trucks because of increased competition, Stoddart said.
“There’s a lot of product out there. We’ve just got to make sure that we are communicating and delivering in product,” he said. “For truck, we’ve got a lot of innovative packages; we’ve got a youth Ranger coming out. We’ll just continue to be aggressive.”