I have blogged on a lot of the great things that Ford has done right in the last 12 months but one area that I believe they are making a foolish mistake is in the reduction of dealer co-op funds for new car advertising. Unfortunately a lot of dealers – against the direction that I give are budgeting based on what co-op funds are available in their accounts. They are trying to keep their businesses profitable and the smart ones know you cannot stop advertising nor be inconsistent. Ford has done a lot right with their dealers through the bailout and managing the customer perception of the Ford product, the re-launch of the Taurus and other things… But cutting back on a dealer’s lifeline for advertising is not a smart move. Ford and their dealer body have the chance to gain market share that has been lost for many years. Even with the cost, this is not a good idea.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.