DETROIT -- Ford Division President Steve Lyons has a message for consumers inundated by the F-150 marketing blitz in 2003: Yes, Ford still makes cars.
During its year-long truck campaign, Ford Motor Co. painted the Texas countryside with blue ovals for its press launch; sponsored a top-rated TV drama with a six-minute mini-film; and put its name on every college football bowl game - from the New Orleans Bowl to the national title game at the Sugar Bowl.
Now, Lyons says it is time to remind buyers that its cars are just as exciting as its best-selling pickup.
"We're going to do in the car market exactly what we've done in the truck market," Lyons says.
Eleven new Ford vehicles will be launched in a 12-month period, including five cars - the Mustang, Focus, Five Hundred, Freestyle and GT.
"If we can't have fun marketing this stuff, maybe we should go back to marketing wheel covers on the Crown Victoria," Lyons says.