Ford Links Australian Innovators to Company’s Leading Local R&D in New Campaign with More Prominent Branding
Tue, Oct 20, 2015
- A fresh face of Ford will emerge in new advertising that links the unexpected achievements of Australians to the company’s surprising leap to become a leading innovator
- A new creative approach with more prominent Ford branding to usher in an overhauled showroom lineup amidst a record year of launches, including the Australian-developed Everest and Ranger
- The ads include Australians such as a teenager who is one of the world’s top app developers, an oil rig worker who moonlights as the Australian U.N. youth ambassador and a female Ford engineer who helped manage development of Everest and Ranger in Australia
- Concurrently, complementary advertorial and radio placements will emphasise Ford’s local innovation as the only automaker still fully developing vehicles in Australia through more than $300 million in local R&D investment in 2015 alone
MELBOURNE-This week, Ford begins highlighting Australians whose remarkable achievements belie first impressions in fresh new ads with more prominent Ford branding to punctuate the company’s record number of new vehicles with surprising innovations.
Concurrently, new advertorial and radio advertisements will link the ambitious Australians to the company’s unexpected local innovation as the only automaker that can still fully design and develop vehicles in Australia.
“Many people think there’s not a future for the auto industry in Australia but we are showing Ford and Australian innovations that bring optimism in a surprising way that can shake misconceptions – just like people find when they give our new vehicles a go,” said Graeme Whickman, President and CEO, Ford Australia.
“Many people also do not realise we will continue to innovate in Australia as we become the country’s largest auto employer from 2017 with around 1,500 highly skilled employees across professions such as design and engineering.”
The campaign will feature the new Everest SUV, Ranger truck, Mondeo hatch and wagon, Ford Kuga mid-size SUV, Focus and iconic Mustang sports car while forming the foundation as the company’s new look across the brand. Ford of Australia is the company’s first market to roll out the new look after it launched earlier this month in the U.S. for Ford cars.
The impressive roster of Australians featured in the campaign includes:
- Yassmin Abdel-Magied grew up in Brisbane and is an oil rig mechanical engineer, social advocate, writer and petrol head, as well as a UN Youth Ambassador. At 16, she founded Youth Without Borders, an organisation focused on enabling young people to work for positive change in their communities. Yassmin has subsequently won numerous accolades for her leadership.
- Dwayne Martens of the Eastern Sydney suburbs is the CEO and founder of Amazonia, a company he started at 22 years old after dropping out of university, to import sustainably sourced, Amazonian acai berries into Australia. Now with a business turning over $1 million per month, Dwayne is a true Australian success story.
- Jane Gartner started her engineering career at Ford on the graduate program. Most recently she was the program manager for some of the toughest, most capable vehicles on our roads – the all-new, Australian designed and engineered Everest SUV and Ranger truck. Her spare time is spent practicing as an accomplished ballerina.
- Brittany Beattie of Whittlesea, Victoria is a Melbourne bobcat driver and self-confessed tomboy who privately had dreams of becoming a model. These dreams were realised when she won the 2015 series of Australia’s Next Top Model and was suddenly propelled out of the bobcat seat and onto the runway.
- Ben Pasternak is a teenager from Eastern Sydney who surprised many people by designing an iPhone game while bored in class one day. The game has become wildly successful and is consistently a top downloaded app, with around 800,000 downloads to date. Ben is now exploring new ventures in the instant messaging space.
Fresh new lineup
The new campaign highlights the introduction of a wave of new products this year, including the newly updated Ford Kuga SUV, Mondeo, and Focus ST models. Other vehicles currently in launch mode and arriving by the end of the year will take on the new look and feel, and include:
- 2015 Ford Ranger: A freshened version of the tough, capable and Australian-created Ranger arrived in September to build on its momentum after cutting Toyota Hilux’s sales lead by more than 40 per cent since 2011, including out-selling it for the first time ever in August and September this year.
- 2015 Ford Focus: The freshened version of the popular hatch and sedan is in dealerships, debuting EcoBoost® engine technology for improved performance and fuel economy, improved safety and a host of visual and feature upgrades.
- All-New Ford Everest: The Australian designed and engineered Everest is a technologically advanced, stunningly capable and refined seven-seat SUV now arriving in dealers across Australia
- All-new Mustang: The most advanced version yet of the iconic pony car, offering more advanced driver-assist technology than any other car in its class, a new turbocharged EcoBoost® 233 kW 2.3-litre and an upgraded 306 kW 5.0-litre V8 will land in December.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Michigan, manufactures or distributes automobiles across six continents. With about 194,000 employees and 66 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford and its products worldwide, please visit www.corporate.ford.com.