Ford Launches Marketing Effort To Try Sell Genuine Parts and Service

DEARBORN, Mich. January 21, 2005; FCSD's new ad campaign for 2005 builds on the strength and momentum of a successful 2004, which saw record levels of Customer Satisfaction and retail sales for Ford and Lincoln Mercury Dealership service.

Working with nearly 4,500 Ford and Lincoln Mercury Dealers, the new campaign continues FCSD's commitment to pioneer competitive price-point advertising of Dealership auto service. In 2005, FCSD and the Dealers will also take an industry-leading stance in issuing a "Genuine Challenge" to all Ford, Lincoln and Mercury owners.

"Our owners tell us that when it comes to service, they believe Ford and Lincoln Mercury Dealers know their vehicle best - period," says Mitch Lord, Marketing Communications Manager at Ford Customer Service Division. "But some of our owners don't recognize how cost competitive and convenient today's Dealership Service Departments really are for regular maintenance and light repair."

"The new campaign is built around what we call 'The Genuine Challenge' - it's an invitation to all our owners to come in to their Dealership and experience just how good the service is. We believe that once they compare us to any competitor, anywhere, for expertise, convenience and value, they'll prefer us."

The central theme of the new campaign's Challenge is "We're Better, We're Proving It and We Want You To Be The Judge," - a theme which Mitch Lord believes reflects just how confident FCSD is in its Dealers' abilities to deliver the best value in service to its owners.

Extensive research on the new campaign showed that this message is clearly seen as bold and confident, not arrogant or overbearing. It reflects how customers want to be spoken to - honestly and sincerely - which is just the way they like to be treated when getting their vehicles serviced.

The campaign features a spokesperson that is shown moving through a Dealership, into the Service Department and inviting Ford, Lincoln and Mercury owners to come and find out why the Dealership is the best place to go for all of their vehicle service needs.

There are three new National TV spots - a spot to launch the Genuine Challenge, a low price tire guarantee spot and a price-pointed "The Works" spot. As Mitch Lord goes on to say, "You can see from these commercials that we're building on the strength of our product expertise and adding a convincing argument for trial by beating our competitors' advertised tire prices and providing a great maintenance value with 'The Works' - an oil change, tire rotation, thorough inspection and more."

Starting January 17, these TV spots will run nationally across major Cable networks and radio, supported by FCSD's largest-ever Direct Mail program, as well as fully-integrated email and internet-based communications.

Additionally, in conjunction with more than 90 Ford and Lincoln Mercury Dealer Advertising Associations, FCSD will be more than doubling its media investment at the regional and local levels. "There will be more customization and even more hard-hitting versions of the National advertising running in local TV, Radio, and Print," says Mitch Lord.

Advertising was developed by the Ogilvy & Mather agency in Detroit.

Genuine Ford and Lincoln Mercury Parts & Service is the service brand of FCSD and nearly 4,500 Ford and Lincoln Mercury Dealerships nationwide. With expert technicians trained to work exclusively on Ford, Lincoln and Mercury vehicles, Ford and Lincoln Mercury Dealers have everything customers need to help keep their vehicles running at their best, all in one stop. For more information visit www.genuineFLMservice.com.