Ford Finally makes Bold Move


If the premise of Ford's new Bold Moves documentary, which promises to rip the bullshit out of the company, holds true, the company may actually live up to the promise of its new "Bold Moves" ad campaign. The online documentary series promises an unfettered look inside the company and how it plans to return to profitability by 2008. The first episode of the series recounts Ford's glory days but very quickly admits its tenuous position in the face of superior foreign automotive companies which continue to take more and more market share. With the documentary, Ford promises to tell the honest story of how it will engineer its own comeback.

The site which hosts the documentary includes newsfeeds from Yahoo, both good and bad as well as feature articles and background on Ford executives involved in the process. The site is also set up blog-style and accepts comments.

While the move is bold, so to speak, there's just something about it that feels forced. It's both humble and not humble at the same time. On one hand, it's like that sales rep we all know who can't keep his mouth shut about his accomplishments. On the other, it's like a father who's let down his daughter over and over again and finally realizes it's time to atone for years of neglect with a shower of good will. It's wonderful to see a company open up like this and cast aside the old ways of communication but none of ir would be necessary if the company had remained competitive in the first place. We don't hear Nissan and Toyota offering up mea culpas and promises of exciting, bold, new moves.

All in all, though, it does, in many ways, offer a pay off to the Bold Moves promise which wasn't at first evident when the campaign launched.

by Steve Hall    Jun-29-06   Click to Comment   
Topic: Brands, Good, Online, RSS, Weblogs   

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Notinterested unless the History Channel picks it up and I have nothing better to do. Or just maybe I have a bad dream and buy a little stock in Ford. All that and I am still going to have to get by the fact two guys down the street sold their Ford Pickups and bought Tundra's.

Posted by: Roy on June 29, 2006 1:43 PM

Know what would be bold? Making vehicles that aren't huge piles of shit. And, just maybe, inventing some gee whiz technology of your own, rather than stealing it from better car companies. Now that my friends is bold.

Posted by: Corey King on June 29, 2006 1:59 PM