DETROIT -- The Ford brand is dropping its "Built for the Road Ahead" advertising campaign in favor of "Bold Moves," sources say. Ads featuring "American Idol" winner Kelly Clarkson are scheduled to begin in early May.
"It's more than just a tag line," a source says. "It fits with Red, White and Bold." That's the phrase Ford Americas chief Mark Fields is using to drive the automaker's North American turnaround efforts.
Ford plans to brief its top-50 dealers and the heads of 64 dealer advertising groups at a meeting in Dearborn, Mich., on Wednesday, April 26.
Ford also plans to talk with dealers about better coordinating national and regional advertising. Some dealers are concerned that Ford wants to dictate the creative content of regional advertising.
Ford also has considered extending its vehicle warranty to six years from three years. But Ford does not plan to announce a warranty extension this week, sources said. Ford officials wouldn't comment.
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