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Originally Posted by GoodnClean Sales is all about overcoming objections, and Ford has a LOT of them to overcome. So far they've sucked at it. Thier transformation is going to be hard and difficult but not impossible.
Step one is going to be no more shared vehicles with Ford. Platforms are fine, but the cars are too obviously related (the Fusion and the Zephyr use the same steering wheel for God's sake). That helps one objection.
Step two is to cancel the Town Car. Yes its a risk, but sometimes you have to give up on your weak base to go after a stronger new consumer. You will never be able to sell cars to BMW owners next to a Town Car.
Step three is to make stand alone Lincoln dealers and completely cancel the Mercury brand. Selling Lincolns next to Mercuries is self defeating. Sell them next to Jags if you must.
Step four is to price them properly and NOT GIVE ANY REBATES.
Thats a recipie for success. |
Again, agreed! I just think that with Step 1 the difference has to be even further defined by using marketing. Lexus has done an amazing job with this with the ES by upgrading interior components of the Camry, reducing the visual similarities, and an amazing marketing campaign that can completely dissociate the two in consumers minds.