Archives of Our Lives

{a narrow and broad look into the lives of people I love}

Tuesday, April 29, 2008

Ford™ Has Something Stuck in Its Teeth and I'm Not Breaking the News

Ford™ is claiming their vehicles are now equal to the quality of Toyota™.


I heard them say so in three of their own commercials tonight during intermissions of American Idol™. I'm no marketing executive or anything, but if I were, I certainly wouldn't be equating my product's quality with my toughest competitors'. After all, the point of paying for a commercial on national television is to influence consumers to buy a specific product--namely, your own product, if you're happen to be the one creating the commercial. The point is not, I daresay, to confuse your target audience by telling them that your product is every bit as good as the other guy's. All that does is make the brands blur together, when what Ford™ should be doing is making their cars stand out.

If I were creating these commercials, I would be telling the world that my crossover-hybrid-blah-blah-blah is not as good as Toyota's™--it's superior.

And what's the deal with Ford™ claiming that their cars are now as good as Toyota's™--you mean, Ford™, that they weren't so great last year? You mean that only now are you getting your act in gear (excuse the pun)? You're telling us that the past few years were a struggle for you, but in these "times of economic difficulty" [as George Dubbleya would say], you've finally made a comeback and are now--only now--starting to match the quality of your competitors? I'm pretty sure that's a weakness I wouldn't want to be proclaiming in commercials between segments of American Idol™.

Instead, I would highlight my company's newest technology, thrilling innovations, five-star safety ratings, and extra cup holders. I would use our sleekest-looking vehicle driving down the street in the chicest of cities, and an unseen mystery narrator with a mesmerizing voice.

Then again, that's what all the car commercials are looking like these days. Maybe Ford™ just wanted to do something different? Humble themselves? Sheepishly admit their past flaws, and convince us those days are long gone? I don't know.

But I do know that I am more a Toyota™ fan now than ever before, because they are the company who doesn't make excuses. They don't acknowledge their flaws or failures, and that means I--as a modern-day consumer--don't know of any. In my mind, Toyotas™ are an ideal choice of a mid-range vehicle: affordable, attainable, reliable, safe, fuel-conscious, and now are produced locally.

Poor Ford™; someone should really tell them.

*Photos from and

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Blogger Aimee said...

And that's why I will never buy American. It made me smirk when Ford finally admitted that their cars have been pretty poorly made. But I don't believe that they're now on par with Toyota. Which is why if and/or when we can afford to drop 40Gs, we will be the proud owner of a Toyota Highlander Hybrid.
Someday . . .

April 30, 2008 at 5:37 AM  
Blogger BOSSY said...

Bossy: nearly as good as Dooce.

April 30, 2008 at 5:40 AM  
Anonymous Anonymous said...

ditto, love toyota, have h ad 2 in my life, and 3 honda's. and 2 suzuki's.

but that big monster f450 something of kyle's does look pretty cool, mean trailer hauling machine wise.

April 30, 2008 at 6:40 AM  
Anonymous Anonymous said...

Had to look up Dooce to see what it was. She's a woman who doesn't seem to know how to write without using nasty words to express herself. She also seems very bitter and unhappy with life in general. Camille is way better than her. I don't know how that Dooce lady got advertisers to support her blog, but Camille should look into it. Camille is much more talented and she doesn't need nasty explitives.

April 30, 2008 at 7:34 AM  
Blogger linda rae said...

We heart Bossy!

OK I'm hanging my head that I drive a baby Lincoln MKZ or whatever it is. (Like mother-in-law like daughter-in-law).

NO I'm not ashamed. It's all wheel drive and it PLOWS through snow and ice. And it has heated and/or air-conditioned seats. My bum likes that.

It's always been Ford.

April 30, 2008 at 7:57 AM  
Anonymous Anonymous said...

will someone please explain this blogger world to me. who in the heck is this bossy and who in the heck is this dooce? are they famous in the blogger world or something? how do people find out about reading what they write? Is it just word of mouth or what? how do bloggers get paid to write a blog? i am so confused.

April 30, 2008 at 9:39 AM  
Blogger Kim & Jason said...

I have to agree with you Camille, Toyota far outweighs Ford. I can't even believe they put themselves on the same playing field. I'm diggin the new RAV4, they're pretty cute.

Oh and speaking of bloggers - I've been ridiculously hooked on MooshinIndy since you linked it weeks back. Thanks for the tip!

April 30, 2008 at 9:54 AM  
Blogger Adell Atwood said...


I think you should become a marketing executive. You'd be great!

April 30, 2008 at 10:01 AM  
Blogger A Letter To Kayleen said...

they cannot tell a lie. i think it's admirable. (but i'm still not buying their crap.)

April 30, 2008 at 10:54 AM  
Anonymous Anonymous said...

i agree with adell. it seems like camille could do anything well, given her intelligence, and communication skills.

April 30, 2008 at 2:36 PM  
Anonymous Anonymous said...

So true! I know what you're saying. Toyotas!

April 30, 2008 at 4:10 PM  
Anonymous Anonymous said...

i emailed ford, to say it. nothing back yet. i imagine they're busy.

was it toyota or honda that had an ad about a hydrogen fuel cell vehicle in development? water vapour it's only emission, but then we need an industry making hydrogen. not killing the planet seems to take way too long.

April 30, 2008 at 6:22 PM  
Blogger theycallmeaft said...

i'm with kays. i admire their honesty. and heck it got you to remember them. maybe not for the best of reasons but at least it wasn't the same old crap like all other commercials.

May 1, 2008 at 9:20 AM  

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