Perhaps along the same lines as GM’s “May the best car win” campaign, Ford recently launched its own campaign to tempt non-Ford drivers to test out a Ford product.
The “Swap Your Ride” campaign will run until May 30th and feature real drivers that ditch their own cars to drive a new Ford model for a week. This is the second time Ford has utilized this incentive program to help attract car buyers that are loyal to other brands.
“What we wanted to do is bring it back when the showroom is really full of new vehicles,” said Matt VanDyke, Ford’s director of marketing communications, referring to last 18 months which has seen the redesign of the F-150 pickup, Fusion, and Taurus.
Featuring dozens of TV spots, the new campaign will feature Dirty Jobs host Mike Rowe. The campaign has been launched in conjunction with Ford’s new incentive offering including 0% financing and $1,000 cash back for new car buyers.
Prior to spending a week in a new Ford, the automaker asked those participating in the campaign if they would consider purchasing a Ford. Following their week-long product evaluation, purchase consideration reportedly doubled to almost 80 percent, according to Ford.
Check out just a few of the spots below to see why some drivers changed their minds.
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