DETROIT -- Ford wants consumers to judge the 2013 Ford Escape crossover and Fusion mid-sized sedan on their own merits, without preconceptions of the brand getting in the way. Redesigned versions of the two, which are among the brand's top-selling vehicles, are being launched this year.
That's why Ford removed references to its name and famous blue oval in its "Go Further" TV commercials that ran the week of April 30. And that's one reason the Ford name was removed from the front of the face-lifted 2013 Flex crossover. Twenty percent of Flexes are sold in California.
Ford is wooing customers there and in other import-dominated states on the West, East and South coasts, which the company says account for 70 percent of U.S. retail sales. Ford badly wants the Escape and Fusion to sell well on the coasts.
"We're aiming these ads directly at the skeptics," Jim Farley, Ford Motor Co.'s global marketing chief, said in a recent Ford blog. "These consumers have blinders up when they see a Ford logo, so we have to do something that's disruptive and unexpected from a car company if we expect to get noticed by them."