Ford Explorer Marketing Plan: Rebuilding Sales After Rollover Crisis

Introduction: A Critical Moment for the Explorer

Ford Motor Company is facing a critical moment in its storied history. A series of rollover incidents and subsequent lawsuits have left one of its top-selling vehicles, the Explorer, in serious jeopardy of losing millions in sales. The Explorer — America's top-selling sport utility vehicle (SUV) — has been redesigned with an improved suspension to prevent rollovers, but pending litigation prevents Ford from marketing or even publicly announcing that fact. The task, therefore, is to build a marketing plan that allows Ford to grow Explorer sales across its core markets — private customers, fleet sales (such as rental car agencies), government purchases, and foreign sales — while defending against new competitors entering the SUV segment.

Competitive Landscape and Marketing Ground Rules

Nissan, Toyota, and Honda have recently introduced four-door SUVs that will compete directly with the Explorer. While this competition must be addressed, one ground rule governs all marketing activity: no competitor will be named in any Ford marketing materials, including direct mail. Ford must assume that Nissan, Toyota, and Honda will see every piece of marketing Ford produces. At this stage in the company's history, there is little to gain and much to lose by provoking competitors' responses.

Ford is in a vulnerable position, having seemingly violated the public trust and absorbed significant damage to its brand image. Competitors are under no obligation to stay silent about that history. It may feel satisfying to run a national television commercial claiming the Explorer gets better gas mileage than a Honda CR-V or offers superior styling — but if Honda then launches a campaign with taglines like "When it comes to your family's safety, don't take any chances" or "Our rugged suspension is designed to avoid rollovers," Ford will have made a costly mistake.

Ford's marketing can still make strong, class-based claims — "best fuel economy in its class" or "the most horsepower in its class" — without dragging competitors into a direct confrontation. If rivals take unprovoked shots anyway, Ford will be in a far better position to respond from the high ground. And if competitors are not planning such attacks, Ford should do nothing to change their minds.

Private Sales Strategy

Ford has spent the better part of a century building goodwill with the American public, and it will need to draw on that goodwill to protect and grow Explorer sales in the private consumer market. Ford is one of the quintessential American companies, and some Explorer advertising should carry a patriotic feel, emphasizing the company's historic relationship with the American consumer. One approach would be a television commercial featuring a voiceover from the Ford CEO, narrating key milestones in the company's automotive history over archival footage, and concluding with the message that nearly a century of innovation has led to the introduction of the new Explorer.

That message should be reinforced through newspaper advertising in major publications such as the New York Times, the Los Angeles Times, the Chicago Sun-Times, and the Washington Post. Ads could carry a headline such as "Nearly a century of innovation has led us here," paired with a photo of the new Explorer and callouts highlighting key features. Home-page banner advertising on Yahoo! and other high-traffic websites would carry the same message. The sales department should also be consulted about attractive promotional offers — such as a low introductory lease rate — that could be incorporated into the campaign.

Product placement will be a critical component of reaching private consumers. Placing the new Explorer in highly rated television programs and big-budget studio films will help position the vehicle as part of American culture, and will open doors for advertising in pop-culture magazines such as People and Rolling Stone — for example, "Look for the new Explorer in CSI: Miami." Ford may also consider giving away Explorers during major media events such as college bowl games, the Super Bowl, or the World Series. As discussed below, product placement will also play a central role in building international sales.

Conclusion

From a sales perspective, Ford is heavily dependent on the Explorer to meet its annual projections. The rollover incidents and subsequent lawsuits have left the Explorer — and, by extension, Ford — in a vulnerable position. However, by developing a customized marketing strategy for each customer segment and focusing consistently on the new Explorer's positive attributes, Ford can protect its existing market share and lay the groundwork for renewed growth. A disciplined, high-road approach that leverages Ford's century-long legacy while speaking directly to each buyer group's specific concerns offers the clearest path forward.