Ford Vehicles Largely Overlooked by Online Shoppers, According to Edmunds' AutoObserver.com

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Edmunds.com:

What: Ford's market share has declined nearly 22 percent since 2002.
Under new leadership, the company is taking steps to draw attention to
its vehicles and convince consumers to put Ford vehicles on their
shopping lists. An analysis of March shopping consideration trends by
Edmunds' AutoObserver.com shows Ford has much room for improvement in
that regard.

Ford's Mustang and F-150 top their segments for shopper consideration.
Ford's newest models, including the Edge and Fusion, run in mid-pack
among vehicles considered by shoppers within their segments. But
Lincoln and Mercury vehicles barely generate a blip on shopper radar
screens.

"Ford CEO Alan Mulally recognizes his highest priority is marketing
and convincing car shoppers to at least consider Ford products.
Analysis of March shopping consideration figures shows Mulally and his
marketing team have their work cut out for them," said Michelle Krebs,
Senior Editor of Edmunds' AutoObserver.com. She goes on to recommend:
"Ford would do well to end its reputation of short-lived vehicles and
short-lived vehicle names. Resale values, a high priority with Ford
these days, depend on a vehicle's longevity."

According to Edmunds' AutoObserver.com Analyst Alex Rosten, "With
Ford's damaged brand image, it must sell better vehicles for less
money. It needs to offer innovative and marketable must-have features
to differentiate itself from the competition."