Ford Motor Co. was founded in 1903 and was an innovator in the automobile industry. When gas prices were rising, the luxury of driving large, gas-guzzling SUVs seemed to be coming to an end. Ford, however, developed the first hybrid SUV on the market, the Ford Escape. This was a totally new product line and called for nontraditional marketing. The new Ford Escape was advertised as the most fuel efficient and environmentally friendly SUV. Collaborating with their public affairs team, Ford set out to prove the Escape’s fuel efficiency claims with the “Manhattan on a Tank of Gas” campaign. The Escape is a significant offering that will promote greater market share and profitability.
1. Why would Ford create a hybrid SUV? What makes the Escape attractive to consumers?
2. How did Ford approach the pricing of the Escape? What effect does this have on consumers’ decisions?
3. Discuss how Ford was socially responsible and how marketers fostered environmentally conscious behavior.