Ford continues aggressive pitch in ad directly comparing its Ranger to the Toyota Hilux
Ford is continuing with its aggressive marketing campaign promoting the Ford Ranger in an ad which directly compares the Ford Ranger to the Toyota Hilux.
Created by BlueHive, the new spot sees the Ford saleswoman character parking next to a Hilux in a hardware store car park.
In the ad she says “You know what I don’t get? Why on earth you would chose one of those over a Ford Ranger?” as she pulls in next to the Toyota vehicle. She takes further aim by saying the Ranger has more power and can tow a tonne more than the Hilux, adding “And besides it just looks the way a truck should”.
https://www.youtube.com/watch?v=c06vQbV6CtI
The car brand kicked off this marketing tactic in September last year with a campaign in which customers where offered $200 just to test driver its Ford Ranger as it sought to rival its competitor the number one selling truck Toyota’s Hilux.
The spot is currently running on free-to-air TV.
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Cause a Hilux is unbreakable and a Ford is.
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I fail to understand bagging out the competitors = better brand perception? Makes me not want to buy a Ford.
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I had 2 HiLuxes and I broke both of them
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I think it is a great campaign. I’m guessing it was a nightmare to get through FreeTV, but the facts are true. Yes there are probably equally impressive facts in favour of the HiLux… who cares? buyers will no doubt look at both, but what this does is make you take notice of the brand because it is different and stands out, not unlike the “Bugger” campaign. If it was aimed at a TATA or Great Wall, it might be an easy target and not as plausible, but comparing your product to the best in the market and doing some chest thumping makes a lot of sense… Leave it to the consumer to decide who is really better for themselves.
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Ford is so confused in its brand positioning.
Bagging competitors one minute; trying to make bogan-hood a virtue the next by mocking luxury brands; then persisting with this odd young woman who walks strangely as their spokesmodel. They don’t seem to have any idea who they are talking to, or how to talk to them.
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Ah you know the saying…if you can’t beat ’em, bag ’em.
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Trouble with some of you motorheads is you don’t think with an open mind, there ALL pretty good, yes I am a Ford guy, have tried to like Chevy but just don’t.. They ALL can drive through a river with a foot of water, they all can carry 6 bales of straw (as you see in some photos), they ALL can climb the rocks…. Be glad we have a choice, even the Dodge Ram is starting to look pretty good.. Just look at the cheap interiors and seats of Toyota compared to the Ford.. I have been trying for a year now to make my decision with an open mind, truthfully. Looking at Nissan, Isuzu, Mitsubishi, Toyota, but it will be the Ford I truly like the best.. Good for you if you want the Toyota, Dodge, Nissan, like I say be glad we have a choice.. Now are we going to argue about a color..
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Time will tell. It’s all about personal choice. For me before the current Ranger Toyota Hilux was king, the currentRanger has probably tipped the balance to Ford Ranger so I will wait till the new Hilux comes out and then compare. As John said isn’t it good we have a choice.
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I guess im the only one that noticed the new ranger looks like a clone of the hilux by almost 100% er… 90% they put their signature fake louvers on the fender.
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