Ford Falcon enthusiasts upset at marketing snub

[Grunter]

http://www.news.com.au/finance/busin...-1227361918788

AS AUTO companies in Australia wind back production of vehicles that once defined a generation, there are some car lovers who are not taking it well.

Ford Australia’s Facebook page is littered with comments from fans upset at the car company’s new direction and the decreasing prominence of Aussie models including the Falcon.

The FGX will be the last ever Falcon made before production in Australia ends in 2016, and the car has been praised by motoring journalists and enthusiasts.

But for those flying the flag for this Aussie classic, there has been bitter disappointment that Ford no longer seems interested in spruiking the last of its kind.

There has been no television advertisements for the new Falcon, which Facebook fans have noted under posts highlighting the features of the Ford GT, a car which will not even be available in Australia.

https://www.facebook.com/FordAustral...839766118747:0

Aaron N Al: You’re impressing nobody Ford Australia with these out of reach cars that we will never see or afford here in OZ. It does look good but I would rather see you people actually seem excited and advertise your own home designed and built product (AKA Falcon and Territory) before they are killed off. Such a pathetic effort on your behalf!!!!

Jason Gemmill: Hello Ford. Do you guys still manufacture a Falcon? I remember it used to be a great seller and everyone loved them and you used to make wonderful advertisements for them. Maybe I’m a bit behind the times? But anyway, just wondered if you still supplied Falcons? Regards, Disappointed Falcon Supporter.

Marc Kenneth Jones: You mean the Falcon? They made it, but won’t advertise it. Terrible marketing for a final model.

Another post that got the fans fired up was a photo of a Ford ST with the licence plate FRD — AUS.

https://www.facebook.com/FordAustral...861075783747:0

John Mark Santos: Dear Ford stop with the online hide and seek and please rip out some decent commercial campaigns for your top notch automobiles! Fords kill the opposition but you’re not advertising them at all! New Falcon? New Mondeo? New Focus ST? I wonder if we’ll even get a minute when the Everest and mustang are finally released ...???

David Cipollone: Problem with Ford is just that !!! Don’t have a global release of a car you can’t deliver, no wonder they’re going down the toilet and we’ll probably get the rejects and pay top dollar for them I’ve been Ford all my life but I might buy a Kia next time around, thanks for nothing.

A spokesman for Ford Australia said television advertisements were used to build awareness and reach as many people as possible but this was not necessary when it came to the Falcon.

“The thing with the Falcon, is, everyone knows what the Falcon is, so we don’t have a lack of awareness of what the Falcon is,” he said.

He said that the market for Falcons were generally enthusiasts, as families had shifted towards buying SUVs and young people went for smaller cars.

Recent television campaigns have promoted the compact Ford Fiesta Sport and the mid size SUV, the Kuga.

The spokesman said Ford was now trying to reach Falcon enthusiasts through a more targeted approach including the launch of the Falcon Fanatic group and advertising in speciality publications.

“We want to focus on the customers who will put their hard earned cash down because they like the brand and they like the vehicles,” he said.

The success of this approach was reflected in sales of the performance model, the XR8, which has been so popular Ford has doubled production.

Consumer figures also support Ford’s shift in focus with SUV sales in Australia hitting a record high in 2014 and for the first time accounting for more than 30 per cent of the new car market.

But sales of Australian-made cars hit a 61-year low last year and Ford is still struggling to retain its market share.

Ford posted its worst sales in more than 23 years (as far as digital records go back) and the 10th year in a row in decline. The figures are significant because they cover every model in the Ford range, not just outgoing models such as the Falcon and Territory SUV.

The last time the Falcon was a top-seller was in 1995 and it is now well outside the Top 20, overtaken by imports such as the Volkswagen Golf.

Australia’s top-selling car for the second year in a row was the Toyota Corolla, with the Mazda3 in second place.

Ford is due to close its Broadmeadows and Geelong facilities in October next year, with Holden and Toyota are due to shut their factories in late 2017.

[Grunter]

I get the sentiment from a fans point of view, but can see why Ford aren't pushing the locals as much as they used to. Cost vs. return wouldn't be there at all now.

[Road_Warrior]

Originally Posted by Grunter

I get the sentiment from a fans point of view, but can see why Ford aren't pushing the locals as much as they used to. Cost vs. return wouldn't be there at all now.

True, but I think there is definitely an issue there that is bigger than a simplistic “where’s the Falcon support” complaint.

[EgoFG]

The thing is ... what if it was a sales success ?

It would be embarrassing that Ford cut it off.
So how do we avoid that ? ... same as we have been doing for a half decade: do not advertise it.

[MAD]

“The thing with the Falcon, is, everyone knows what the Falcon is, so we don’t have a lack of awareness of what the Falcon is,” he said.

I disagree with this.
I've spoken with heaps of people that thought Ford were finishing with the FG.

[gossy]

Originally Posted by MAD

“The thing with the Falcon, is, everyone knows what the Falcon is, so we don’t have a lack of awareness of what the Falcon is,” he said.

I disagree with this.

Me too ^^^^^^^^^^^

Do Coca Cola and McDonalds stop advertising because we all know what they are?

NO, in your face advertising keeps the punters aware.

[DFB FGXR6]

Originally Posted by gossy

Me too ^^^^^^^^^^^

Do Coca Cola and McDonalds stop advertising because we all know what they are?

NO, in your face advertising keeps the punters aware.

But Coca Cola and McDonalds will be still selling their products in 12 months time. Falcon is not long for this world. Why drop millions on a TV add campaign for a product that is just about absolute and has a VERY limited appeal for most buyers (ie non-enthusiasts). I don't think people grasp how expensive TV advertising actually costs........

[tranquilized]

Originally Posted by DFB FGXR6

I don't think people grasp how expensive TV advertising actually costs........

Or how ineffective it is - who watches tv these days? Mine hasn't even been plugged into the antenna for over 9 months...

[NX74205]

Originally Posted by Grunter

http://www.news.com.au/finance/busin...-1227361918788

I think some people ought to head over to the 'Ford Falcon' Facebook page and see the way Ford has actually been celebrating the Falcon's heritage over the past few months, no doubt culminating in the FGX, and quit bitching on the 'Ford Australia' page. There's a lot more to Ford than Falcon, Ford is rightly using its main page to focus on its promotion on other lesser-known models.

Originally Posted by MAD

“The thing with the Falcon, is, everyone knows what the Falcon is, so we don’t have a lack of awareness of what the Falcon is,” he said.

I disagree with this.
I've spoken with heaps of people that thought Ford were finishing with the FG.

Yes, but would those people who thought that Ford were finishing with the FG have bought the FGX? It's all well and good to do TV advertising (some apparently missed the adverts on the internet, and almost always refer to television advertising when they talk about 'advertising'), but where is that advertising money going? Will there be a return in investment through a surge in sale numbers? The answer to that is 'probably not'. Falcon is no longer the everyday family car it used to be, it is now a niche product aimed at enthusiasts and, like it or not, enthusiasts are but a very small market.

In any event, if Ford are losing money over Australian manufacturing, then it stands to reason that the more they build, the more they lose regardless of how may they sell. What they're doing makes perfect business sense.

Originally Posted by OzJavelin

Spend 30 sec reminding the Facebook generation that the original XK Falcon was basically an import from the USA, but tuned to Australian conditions - show Redex trials, show the Mustang bred XR V8, show the 1-2 Bathurst win, show the huge marketshare the Falcon had, show it's final iteration the FGX .. And don't be scared to show the performance versions. Show that as the Falcon is retiring a new generation of imports will take its place and it will (hopefully) start all over again. Show the handing of the baton from the Falcon to "new Ford". Don't hide the Falcon away in shame .. Exploit it .. And they might even by accident sell a few more?

The Ford Falcon page on Facebook has been posting about past Falcons every week for the past few months starting from the XK, and now we're up to the EB, and the captions included:

In 1968, Ford Australia made motoring history when its team of three near standard XT Falcon GTs were all placed in the top 10 helping Ford win the coveted Teams Prize in the London - Sydney Marathon, the world's longest ever road event - a 17,000 km, 11 day motoring experience.

Released in March 1979, the XD Falcon went on to help Dick Johnson win both the Australian Touring Car Championship and the Bathurst 1000 in 1981. Where were you for these emphatic wins?

If that's not celebrating the Falcon's rich heritage, then what is?

Oh, and there's this post:

We understand we're a tad late in posting this, but wanted to offer a big congrats to the Pepsi Max crew for the outstanding results this weekend. A very big congrats to Chaz and Frosty from all of us at Ford.

Then there's a Falcon Fanatic day and the 'Guess Who' ads from Ford late last year showing the transition taking place at Ford.

As you rightly pointed out, this is the 'Facebook generation', and Ford have done their advertising where it makes the most sense - on Facebook. Who watches TV ads anymore? Seriously?

Originally Posted by Ford Falcon XR6

They deliberately killed off our local product I don't care how good the new mustang is ford can shove it i'd rather drive a holden then buy a non aussie ford. Shame on you ford.

... and when Holden leaves?

Originally Posted by Sprintey

It's more than that - it's about the very possession of a domestic car industry, and what this means to a nation. It's the ability to value-add in a nation. It's about providing genuine employment paths in meaningful, complex work for the next generation - I'm talking domestic based engineering in the majors and also the downstream industry, not just assembly jobs. We have all seen what happens when Western nations offshore their productive capacity and the McJobs and service industry that remain go nowhere near to replacing this complexity and capability. We have seen the bandaid attempts to engineer housing booms to replace this economic activity. It's about the tax take from value adding multiplying in local economies; and about the presence of employers like FOA providing overlap into other higher tech industries, and opportunities domestically. It's more than the Falcon, but the Falcon, Ute and Territory are a big part of it.

Ford are not leaving Australia, neither are they ceasing to conduct business in Australia nor ceasing to be an Australian employer. Ford are keeping 1100 people employed at their R&D facility, which is Ford's Asia-Pacific region design headquarters. It seems to me that some people who harp on about Ford ceasing manufacturing here conveniently forget this fact. Once local manufacturing ceases, Ford will still be the biggest automotive industry employer in Australia.

Ford Australia designed the Ranger and the Everest, and also played a significant role in the development of the Chinese market Taurus and Escort. They remain an important part of Ford's global empire, and given our engineering expertise and experience, demonstrated competently by having a locally developed Falcon and Territory, I can't see that changing anytime soon.

[FG50T]

Haven't seen a decent Falcon ad (not FPV) in 10 years. I've seen more new Falcons in the Shannons ads!

We want to focus on the customers who will put their hard earned cash down because they like the brand and they like the vehicles,” he said.

I'm sure people put their hard earned down on Hyundai, Kia, etc because they just really like the brand. No they were confronted with endless commercials and billboards followed by seeing them on the road and actually recognising what they are. I don't care if it lives or dies, I'm a Holden man but the company is atrocious and could have done much better while making people happy.

[aussie muscle]

advertising in speciality publications.

anyone seen those?

The only Falcon advert i've seen in the last 10 years was from a Ford Dealership in Canberra.

The thing is ... what if it was a sales success ?

We're definitely being weened off the Falcon ahead of it's discontinuance.

[marty351]

The only adverts I see from ford are something to do with dealerships and servicing.
It's sad for ford enthusiasts when you know more about other brands of cars you care very little about. Their marketing team might as well be shut down, they're not needed.

[JIm260]

Once the Falcon has gone I think we will be inundated with ads about the "new" Ford

Cheers
JIm

[Sabantien]

I bought my FG late last year, and I can tell you now, it was not even remotely on my list of cars to buy. Once I tried it I was sold, but I really only tried them at my brother's insistence.

I visited a nearby Ford dealership a couple weeks ago and there was not one Falcon in the yard. It's not just that they're not advertising, but if you don't have them in the yard for people to check out, they're just not going to buy one.

[Ford Falcon XR6]

Originally Posted by Sabantien

I bought my FG late last year, and I can tell you now, it was not even remotely on my list of cars to buy. Once I tried it I was sold, but I really only tried them at my brother's insistence.

That's exactly why they should advertise them to get people to try the amazing product which we've let slip through our fingers. If the large car market is shrinking make sure you've got the biggest market share not the smallest

People keep going on about they don't want to advertise the product they're discontinuing THE FACT IS this hasn't been an issue for 18 months it's been an issue for the last 5-7 years. The **nts at ford America have planned this since the GFC when they nearly went under like GM. They deliberately killed off our local product I don't care how good the new mustang is ford can shove it i'd rather drive a holden then buy a non aussie ford. Shame on you ford.

Sorry Rant over

[thehammer]

i don't give two rats about the mustang either, Motor mag had a 6 page spread on it and was one of the last articles I read. I'm a ford man but only because they were building them here, I don't care about focus/Mondeo/mustang.

If Holden wasn't dying aswell, I'd be a Holden man the day Ford-Aus shuts down.

[jpblue1000]

what's a falcon?

[gossy]

........and that's where Ford Australia went wrong. They thought that people already knew what the Falcon was, and will sell itself without advertising. How wrong they were, they did not capture the new generation as Holden did with the Commodore, but that's another story for another day as look where that is going as well.

[OzJavelin]

In their own words "everyone knows what the Falcon is" so Ford should be using this - and the rich history of the Falcon - to "introduce" the new (old) suite of Fords to the Australian public.

Spend 30 sec reminding the Facebook generation that the original XK Falcon was basically an import from the USA, but tuned to Australian conditions - show Redex trials, show the Mustang bred XR V8, show the 1-2 Bathurst win, show the huge marketshare the Falcon had, show it's final iteration the FGX .. And don't be scared to show the performance versions. Show that as the Falcon is retiring a new generation of imports will take its place and it will (hopefully) start all over again. Show the handing of the baton from the Falcon to "new Ford". Don't hide the Falcon away in shame .. Exploit it .. And they might even by accident sell a few more?

[gossy]

^^^ Bloody brilliant

[prydey]

they are selling everything they build. whats the problem?

[Polyal]

Originally Posted by prydey

they are selling everything they build. whats the problem?

See your point about not having stock laying about buuuuut....

Just because you slash your advertising, reduce your staff, reduce work for your suppliers and everyone else involved in the chain doesn't mean you can be happy about selling a token amount....

The flip slide is they close it tomorrow and be done with it. There are just a lot of people out there who haven't built a bridge yet. I was angry, furious, at how this has all played out..but we have known for a while now. But I and many others have known the decline has been from 2005 if not earlier....

We will see how soon Ford pulls out a GRWD platform or something falcon-like for the Chinese market and say one ford is working and that there is no space for a full sized sedan anymore.

And then Chrysler turn around and basically keep the 300 going for us and what other RHD country? AMG sell record numbers of C classes.....seems to me Fords model portfolio and the way it integrates....or not...is actually the issue.

[Bossxr8]

Problem is they are pumping advertising money into products that have gone completely backwards in sales ie. Focus and Kuga. Which are outsold by Territory, and sometimes Falcon.

Shows how much of as fail Fords sales and marketing teams are. Completely incompetent.

[Franco Cozzo]

Originally Posted by Bossxr8

Problem is they are pumping advertising money into products that have gone completely backwards in sales ie. Focus and Kuga. Which are outsold by Territory, and sometimes Falcon.

Shows how much of as fail Fords sales and marketing teams are. Completely incompetent.

The problem the Focus has is its up against the better Mazda 3, if I was out to buy a new small hatch again in the $20-30K mark, the Focus wouldn't even get a look in (unless I was spending $40K - ST would win me over), it would be Mazda 3 SP25.

However on LW Focus launch, it would have been the LW Focus which got my money vs previous Mazda 3.

Its in that situation where the Mazda 3 is the newer car with all round better features in the $20-30K price range currently.

[DanielXR8]

Originally Posted by Bossxr8

Problem is they are pumping advertising money into products that have gone completely backwards in sales ie. Focus and Kuga. Which are outsold by Territory, and sometimes Falcon.

Shows how much of as fail Fords sales and marketing teams are. Completely incompetent.

So you don't think the bad rep Focus is getting over gearbox issues has anything to do with it? It might be new Ford according to the marketing machine, but the old Ford is alive and well when it comes to warranty and customer satisfaction. Ten years of market decline and zero has been learn't at Broadmeadows.

[mik]

Originally Posted by DanielXR8

So you don't think the bad rep Focus is getting over gearbox issues has anything to do with it? It might be new Ford according to the marketing machine, but the old Ford is alive and well when it comes to warranty and customer satisfaction. Ten years of market decline and zero has been learn't at Broadmeadows.

i suspect they know what the problem is , but dont have money or the means to do anything about it, and ford US bean counters long ago put the ford oz on its merry way to death of a thousand cuts.

[kazawaki]

Service is and has been an issue with ford for a long time,thats why after my last ford purchase my wife is driving a Honda Civic.

[Guzz226]

Holden advertise heaps. Sell more too.

Yet are still closing.....

[Ford Falcon XR6]

Originally Posted by Guzz226

Holden advertise heaps. Sell more too.

Yet are still closing.....

Shame one of the 3 makers don't stand up and stick with Australia could turn out to be a good long term investment. Monkey see monkey do that's the problem with having overseas parent companies as soon as the going gets tough they decide to pack up and leave rather than adapt and innovate. If only there was an all Australian car maker.

[mik]

Originally Posted by Ford Falcon XR6

Shame one of the 3 makers don't stand up and stick with Australia could turn out to be a good long term investment. Monkey see monkey do that's the problem with having overseas parent companies as soon as the going gets tough they decide to pack up and leave rather than adapt and innovate. If only there was an all Australian car maker.

All of the car makers have been through the global financial crisis and it gave them a scare, the point of business is to make product and sell it at a profit, with the massive competition in Australia from the flood of other car makers even if things went well , the slice of pie is always going to be thinner than it was in the golden years,
they can build and ship cars from other country's for probably cheaper than we could build them , it makes no financial sense to keep flogging a dead horse.