Did this commercial need to be made?
#1
JK Newbie
Thread Starter
Join Date: Dec 2014
Location: Newberry, FL
Posts: 52
Likes: 0
Received 0 Likes
on
0 Posts
Did this commercial need to be made?
I was watching Jeep videos on YouTube when this commercial was served up. What's Ford thinking?
https://youtu.be/-TqdmdX_mNA
https://youtu.be/-TqdmdX_mNA
#3
They are thinking they are appealing to the typical lazy person.
Why do something yourself when the car can do it for you. (Insert tag line)
Just look at the self-propelled push mower. And then look around at the average waistline.
It doesn't take a ton of brainpower to see the correlation...
Why do something yourself when the car can do it for you. (Insert tag line)
Just look at the self-propelled push mower. And then look around at the average waistline.
It doesn't take a ton of brainpower to see the correlation...
#4
JK Enthusiast
Join Date: Jan 2015
Location: Schererville, Indiana
Posts: 333
Likes: 0
Received 0 Likes
on
0 Posts
The way this was presented, the Escape is much more user friendly. I don't see any problems with how this ad was done.
Auto lift gate is appealing to a lot of people, same with more cargo space. Some people like topless, doorless jeeps. Some people like A/C. That's why there are hundreds of different cars out there that appeal to different people.
This commercial needed to be made to showcase the benefits of the Escape over the Wrangler - of which there are many. There are also many benefits to owning a Wrangler, but it is not Ford's problem to showcase them in their commercials.
Auto lift gate is appealing to a lot of people, same with more cargo space. Some people like topless, doorless jeeps. Some people like A/C. That's why there are hundreds of different cars out there that appeal to different people.
This commercial needed to be made to showcase the benefits of the Escape over the Wrangler - of which there are many. There are also many benefits to owning a Wrangler, but it is not Ford's problem to showcase them in their commercials.
#5
Super Moderator
The way this was presented, the Escape is much more user friendly. I don't see any problems with how this ad was done.
Auto lift gate is appealing to a lot of people, same with more cargo space. Some people like topless, doorless jeeps. Some people like A/C. That's why there are hundreds of different cars out there that appeal to different people.
This commercial needed to be made to showcase the benefits of the Escape over the Wrangler - of which there are many. There are also many benefits to owning a Wrangler, but it is not Ford's problem to showcase them in their commercials.
Auto lift gate is appealing to a lot of people, same with more cargo space. Some people like topless, doorless jeeps. Some people like A/C. That's why there are hundreds of different cars out there that appeal to different people.
This commercial needed to be made to showcase the benefits of the Escape over the Wrangler - of which there are many. There are also many benefits to owning a Wrangler, but it is not Ford's problem to showcase them in their commercials.
I think the Ford Escape is more of a competitor to the Jeep Renegade.
#6
JK Jedi Master
I think, for me, I see this as Ford misinterpreting the market. They see the success of the Wrangler in terms of a pavement vehicle and have missed that the folks that purchase a wrangler are likely purchasing based on emotion.
I think the Ford Escape is more of a competitor to the Jeep Renegade.
I think the Ford Escape is more of a competitor to the Jeep Renegade.
#7
Super Moderator
Yup, good point. I agree that many Wrangler owners bought on emotion and not on what actually fits them more. But, it seems to me that Ford is approaching that emotional purchase urge with a practical argument. Perhaps that will work.
Trending Topics
#8
I think, for me, I see this as Ford misinterpreting the market. They see the success of the Wrangler in terms of a pavement vehicle and have missed that the folks that purchase a wrangler are likely purchasing based on emotion.
I think the Ford Escape is more of a competitor to the Jeep Renegade.
I think the Ford Escape is more of a competitor to the Jeep Renegade.
The point being: for a car, a Wrangler kind of sucks. You're going to hate it for most of the stuff you need it for. Don't fall for the tough and outdoorsy looks, it's horribly inconvenient and unfriendly to use.
And they are right.
#9
Super Moderator
Sure. I get that. What I'm saying is that the folks that purchased a Wrangler weren't thinking 'as car Wrangler sucks' (it does)... they were thinking emotionally... WOW! I can go ANYWHERE now and I look rugged in it!...
I see what Ford is doing... show the weakness of the Wrangler and the strengths of the Escape... that'll work for a few folks I think...
I see what Ford is doing... show the weakness of the Wrangler and the strengths of the Escape... that'll work for a few folks I think...
#10
I see what Ford is doing... show the weakness of the Wrangler and the strengths of the Escape... that'll work for a few folks I think...
"You want a car that makes you feel special and cool? Well Mustang is way better at that than Jeep, and it's a much more useful car to boot!"
or... "Jeep... since 1941, and for everyone who has been around since 1941..."
"There's no better way to relive your glory days of high school than to drive a Mustang. Who's the cool kid now? You're welcome."
If Ford really wants to gain an edge in sales on their Escape, they need to do this same comparison but compare it to an Accord or a Camry. Because essentially they need to say, "the Escape is just as good in every way as an Accord or Camry, but it's better in a few ways and might even be slightly cooler". Or do a comparison with a Kia Soul. "It may be more expensive but it's worth it, with available all wheel drive and an American brand name so you can make yourself feel like you are a patriotic American, helping the American economy by buying it".
The whole focus on the utility/convenience/etc angle will only work for a very small number of rational people and those people were never considering a Wrangler to begin with, or if they were, then they have already counted the cost of all of the downsides and they have determined there really is nothing in the Wrangler's market segment.