Ford's Success is Generation Y
January 11, 2010
Ford's Success is Generation Y
Could it really be that simple? We have stated before that Detroit overall misunderstood the new emerging market that Japan nailed, namely Generation Y. Generation Y (born 1985 to 2004) is actually bigger than the Baby Boomer Generation in size. So what could Generation Y's attraction to Ford be? There are actually three principal attractions and you can drive two of them, the Ford Mustang and the ubiquitous F150 Ford pick-up truck. Yes, for years the best selling car in the world has actually been a truck. How did such a simple fact get by us? Chevrolet does not have a Generation Y vehicle and neither does Chrysler, nothing. Not one. Ford has two. The third attraction is Ford's marketing.
According to an Advertising Age story of November 2, 2009 Ford not only turned down Obama's money but Ford's Vice -president of Global Marketing Jim Farley has been busy stealing market share away from Chrysler and General Motors. According to the article Farley has simply made Ford's brand greener than the competition. The article states "One example: He's upped Ford's green image with a push early this year for the 2010 Fusion Hybrid. Mr. Farley, who reports to President-CEO Alan Mullaly and who is also operations chief for Canada, Mexico and South America, is driving Ford into major social media and experiential plays." Hot selling cars, social media, green car marketing and a 25% of the Ford one billion dollar ad spend on digital media and you have a formula for capturing Generation Y. Have you driven a Ford lately? Generation Y has or wants to when they come of age.
For further information in how high Ford's shares could rally further. Please see our Blog of January 6, 2009.
Source: Google Finance
