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This doesn't really turn the attention away from those companies but instead reinforce their brand image. Ford needs to stop playing a "me-too" game. (Economist, 2006)
Ford is focusing more on its weaknesses than its strengths. For one, customers have yet to be convinced that Ford vehicles have any real strength but there is a long history of manufacturing behind Ford and it can certainly develop its core strengths which must not be ignored during marketing. Second, by focusing on its weaknesses, it seems even more vulnerable and hence drives potential customers away.
First Ford needs to be very realistic about its vehicles. It must conduct an impartial survey to find out what are the real complaints against its vehicles, which vehicles are still selling better than others and where it can beat the competition. It should not insist on promoting its vehicles as just as good as anything...
Instead it must stand for something. Volvo stands for safety, BMW stands for driving pleasure, Mercedes has always owned luxury but where does Ford stand? What does it own? Nothing! It no longer even owns American. But Ford can do very well by focusing on its muscle vehicles. Mustang has been a popular brand and Ford still has a strong customer base in trucks. Why doesn't it focus on heavy duty cars and make them more affordable for an average America. It doesn't need to come up with better gas mileage or greener vehicles because these themes have been done to death. Instead Ford must focus on its core strength and some of its brands which have done well in the past and cash in on their strengths.
References
"Shrink to Fit." The Economist, January 7th, 2006,-page 59.
Ford Brand Value Accessed online June 28, 2009 http://finance.mapsofworld.com/brand/value/ford.html
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