Ford is bringing back its "Swap My Ride" incentive program to convince non-Ford drivers to give them a chance. The original program launched in 2007 with ads showing consumers swapping to Ford. It includes a trade-in bonus at the dealership level for competitor cars.
From the Detroit Free Press:
For its latest campaign, which began Tuesday, Ford randomly picked 31 people who were driving competitors' cars and trucks in Texas and California and allowed them to test-drive a Ford for a week.
"They found me in a shopping center parking lot," said Megan Daley of San Francisco, who drives a 2003 Audi A4....
At the end of the week, TV celebrity and Ford ad pitchman Mike Rowe interviewed Daley and the other participants. Ford used those interactions to produce about 20 commercials for national and regional use.
Ford's goal is to use the authentic consumer reactions to convince others to drive a Ford, said Matt VanDyke, Ford's director of marketing communications.
Ford has been gaining market share since the woes of some of its competitors of the last year, and it clearly hopes to maintain the momentum.