This is a story of brains over brawn. By positioning itself as the smarter truck for the contemporary pick-up truck driver, the Ford Ranger succeeded in 'depositioning' the market leader Toyota HiLux as out dated, ordinary and a somewhat unimaginative choice. Aussie pick-up drivers began to believe that 'tough was no longer enough' and voted for Ford Ranger's smarts with their wallets. Consequently, the Ford Ranger tripled its baseline sales growth, dethroned the Toyota Hilux to become Australia's largest selling 4x4 pick-up truck catapulting its market share from 12% in 2013 to 22% in 2017
Total Campaign Expenditure
What was the strategic communications challenge?
They say if your dreams don't scare you they are not big enough. In 2013, the Ford Motor Company was bold enough to dream one scary dream. To become the market leader in the 4x4 pick-up truck/Ute market in the next 5 years. This was one audacious challenge considering…