Ford's 'Swap My Ride' Ad Campaign

The Detroit three-again are hitting back at Japanese competition with direct comparison marketing campaigns. Saturn has begun showing Honda Accords and Toyota Camrys on their dealers lots to compare side by side. Will this lure customers to their Aura sedan?

Ford Motor Company, currently the weakest Detroit marque, recently commissioned a direct comparison ad campaign.

Ford's new "Swap My Ride" campaign asked consumers to exchange their brand-new vehicles for Fords for a week.

A phony market research firm was created conceal the company's identity. All the "alternative" rides were Fords. The ads feature competing new car buyers giving positive reactions to the free Ford vehicles.

End Swap-My-Ride Marketing, return to News-Blog