Ford: Tough is not enough

This case study explains how the Ford Ranger, a utility truck model, increased sales against a strong competitor by presenting truck customers differently.

Ford: Tough is not enough

Blue Hive AustraliaFord Motor Company of Australia

Executive summary

This is a story of brains over brawn. By positioning itself as the smarter truck for the contemporary ute driver, the Ford Ranger succeeded in 'depositioning' the well established HiLux as out dated, ordinary and a somewhat unimaginative choice. Aussie ute drivers began to believe that 'tough was no longer enough' and voted for Ranger's smarts with their wallets. Helping the Ranger deliver record volume and market share growth and an impressive ROI of 290%

Total Campaign Expenditure

$6.8 million

What was the strategic communications...

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