Going through life having to choose this or that...Ford says it is better to choose And, and have this And that in its Fusion commercials.
Do consumers want a great ride or great gas mileage? Ford contends that consumers want and should have both. Ford has the highest brand loyalty of an automaker with an overall brand loyalty rate of 65%. The Ford Fusion brand loyalty rate is over 58%.
The new nuts or bolts commercial is straightforward and states that choices shouldn’t have to be made. A nut is useless without a bolt, and vice versa. So, why would a consumer want a car that is a great ride but not fuel efficient, or fuel efficient but not a great ride? Consumers deserve both. Ford aims to deliver that with the Ford Fusion.
Personally, Ford owners are incredibly loyal. Over-the-top loyal. Ford Fusion owners are even more loyal. The Fusion is a great car, and a great ride, and did we mention fuel efficient?
Repeat customers are extremely important to the auto industry. Build a great car and get a happy customer. Build a great car continually and get a long-term happy customer. That is what branding is all about. Once a Ford buyer, always a Ford buyer. That is an A+ in branding.