Puma Axed except for EV

[Franco Cozzo]

Female 30-something Millennial



Does anyone feel like buying me a RAV4 hybrid?

I wish I could afford a RAV4

Ahhhhh I'd love a RAV4 but couldn't justify a car that big just for me



Ford isn't converting this demographic into Puma sales, but Toyota is turning them into RAV4 hybrid customers hand over fist.

See how they all know what the RAV4 is?

[kevino]

Originally Posted by Franco Cozzo

Female 30-something Millennial

image

Does anyone feel like buying me a RAV4 hybrid?

I wish I could afford a RAV4

Ahhhhh I'd love a RAV4 but couldn't justify a car that big just for me

image

Ford isn't converting this demographic into Puma sales, but Toyota is turning them into RAV4 hybrid customers hand over fist.

See how they all know what the RAV4 is?

Well the Romsey Facebook page is great
But Puma doesn’t compete with Rav 4
That’s the Escapes job
Oh shirt the Escape has gone too

[Franco Cozzo]

Originally Posted by kevino

Well the Romsey Facebook page is great
But Puma doesn’t compete with Rav 4
That’s the Escapes job
Oh shirt the Escape has gone too

You're still not picking up what I'm putting down,

Puma competes for the 30-something female Millennial,

RAV4 wins the sales of the 30-something female Millennial

Both cars, target the exact same customer, its not Ford who gets the sale, its Toyota.

The size of the car, does not matter, both cars, compete for the same customer.

[DFB FGXR6]

Originally Posted by kevino

Well the Romsey Facebook page is great
But Puma doesn’t compete with Rav 4
That’s the Escapes job
Oh shirt the Escape has gone too

The problem Ford has with Puma (apart from lack of supply) is that the brand simply doesn't appeal or relate to the target audience for the model. The brand is these days known for big, heavy, noisy soot blowing pickup trucks. Not the image most Puma buyers would want to be aligned with.

That applied to when Ford were the Falcon Car Company, the brand image of big, heavy, noisy sedans didn't resonate with the vast majority of Focus/Fiesta target buyers.

[kypez]

Originally Posted by DFB FGXR6

That applied to when Ford were the Falcon Car Company, the brand image of big, heavy, noisy sedans didn't resonate with the vast majority of Focus/Fiesta target buyers.

I don't totally agree with this given the Laser did quite well. When Laser was replaced by Focus, that tanked. Not sure why but Australians just didn't warm up to Focus over Laser

[PG2]

Originally Posted by kypez

I don't totally agree with this given the Laser did quite well. When Laser was replaced by Focus, that tanked. Not sure why but Australians just didn't warm up to Focus over Laser

I was selling Ford when Ford moved from Laser to Focus.

The Laser was a good little nippy car that had plenty of relevant features that buyers wanted. The Focus, while a more refined car, was a slug of a thing that was sparsely optioned particularly in base model. Air conditioning was not even standard.

A big problem with them was that the indicator stalk was on the left. You would be surprised how many people took that into consideration when looking at the Focus.

Ford wanted to go upmarket with their small car range. The problem was that people buying these sized cars back in the early 00's were budget conscious and the price went from $19,990 to a tad over $25,000 overnight.

[kypez]

Originally Posted by PG2

I was selling Ford when Ford moved from Laser to Focus.



The Laser was a good little nippy car that had plenty of relevant features that buyers wanted. The Focus, while a more refined car, was a slug of a thing that was sparsely optioned particularly in base model. Air conditioning was not even standard.



Ford wanted to go upmarket with their small car range. The problem was that people buying these sized cars back in the early 00's were budget conscious and the price went from $19,990 to a tad over $25,000 overnight.

Ah, there you go. Didn't know the price jump and feature list was so different with Focus. That would explain a lot of what came after.

[Mechan1k]

Originally Posted by PG2

I was selling Ford when Ford moved from Laser to Focus.

The Laser was a good little nippy car that had plenty of relevant features that buyers wanted. The Focus, while a more refined car, was a slug of a thing that was sparsely optioned particularly in base model. Air conditioning was not even standard.

A big problem with them was that the indicator stalk was on the left. You would be surprised how many people took that into consideration when looking at the Focus.

Ford wanted to go upmarket with their small car range. The problem was that people buying these sized cars back in the early 00's were budget conscious and the price went from $19,990 to a tad over $25,000 overnight.

Laser also got a lot of advertising and TV time as well. I remember when a lot younger I'd see the ads everywhere.

Had 2 Lasers in the family over the years ... gold old KB and then later a KF

[Adamz Ghia]

Ford also botched the Focus launch. They launched it alongside the BA, which was sucking up every piece of media and buyers attention it could. Focus was a brand new nameplate that just got lost.

[DFB FGXR6]

Originally Posted by Mechan1k

Laser also got a lot of advertising and TV time as well. I remember when a lot younger I'd see the ads everywhere.

Had 2 Lasers in the family over the years ... gold old KB and then later a KF

Always loved this one.......................but that sort of ad wouldn't fly these days, someone somewhere would take offence to the car moving that fast!

[ToryMikey]

Originally Posted by PG2

I was selling Ford when Ford moved from Laser to Focus.

The Laser was a good little nippy car that had plenty of relevant features that buyers wanted. The Focus, while a more refined car, was a slug of a thing that was sparsely optioned particularly in base model. Air conditioning was not even standard.

A big problem with them was that the indicator stalk was on the left. You would be surprised how many people took that into consideration when looking at the Focus.

Ford wanted to go upmarket with their small car range. The problem was that people buying these sized cars back in the early 00's were budget conscious and the price went from $19,990 to a tad over $25,000 overnight.

It would have been a hard job to sell an up spec Ford small car when Falcon GLi could be had for a price starting with a 2 when new.

Even BA XT could be had for mid 30s, and had heaps more standard kit than the Focus at the time.

[jpd80]

Originally Posted by ToryMikey

It would have been a hard job to sell an up spec Ford small car when Falcon GLi could be had for a price starting with a 2 when new.

With respect, that’s been the case for a long time and by that I mean back to the late 1960s.
Locally built Falcons and Holdens were exceptional value and exactly why nothing else
either team sold back then really did more than minor sales.


I remember my dad who worked at Metro Ford brought home a brand new ‘69 440 Cortina
$2,250 when the base Falcon started at $2,320, he loved the Falcon but wanted fuel economy

[BENT_8]

Originally Posted by kypez

I don't totally agree with this given the Laser did quite well. When Laser was replaced by Focus, that tanked. Not sure why but Australians just didn't warm up to Focus over Laser

Like the AU, styling.

Fiesta, and in particular, Focus, gained traction with the WS and LW2 examples that were best looking in class for mine.
Timing/styling was right.
Transmission, not so much.

A nice WS Zetec still gets my attention.

[IanC]

Originally Posted by kypez

I don't totally agree with this given the Laser did quite well. When Laser was replaced by Focus, that tanked. Not sure why but Australians just didn't warm up to Focus over Laser

When the Focus first came out in the UK I was over there and I rented one for a month. Came back here and bought a Laser 6 month later. Never regretted it. The Laser seemed a much better built car and it proved totally reliable in the eleven years our family had it.

[Fast Eddie]

Originally Posted by kypez

I don't totally agree with this given the Laser did quite well. When Laser was replaced by Focus, that tanked. Not sure why but Australians just didn't warm up to Focus over Laser

Shiite marketing i.m.h.o. All of a sudden my MkI Focus is looking good. I'm not selling it. Ever.

[BENT_8]

Originally Posted by DFB FGXR6

The problem Ford has with Puma (apart from lack of supply) is that the brand simply doesn't appeal or relate to the target audience for the model. The brand is these days known for big, heavy, noisy soot blowing pickup trucks. Not the image most Puma buyers would want to be aligned with.

That applied to when Ford were the Falcon Car Company, the brand image of big, heavy, noisy sedans didn't resonate with the vast majority of Focus/Fiesta target buyers.

It did until early 2015 when Fiesta was selling around 1200 units/mth and Focus nudging 2k.
Then both fall off a cliff within months.
Powershift..never recovered

[smoo]

Originally Posted by DFB FGXR6

The problem Ford has with Puma (apart from lack of supply) is that the brand simply doesn't appeal or relate to the target audience for the model. The brand is these days known for big, heavy, noisy soot blowing pickup trucks. Not the image most Puma buyers would want to be aligned with.

That applied to when Ford were the Falcon Car Company, the brand image of big, heavy, noisy sedans didn't resonate with the vast majority of Focus/Fiesta target buyers.

From my recollection ford never attempted to market any of the euro cars over the past 10-15 years?

I can remember a hand ful of Euro ford owners on this forum back in the day absolutely piling on the Aussie built Fords for their quality control issues and recalls/warranty.
Little did they know Focus/Mondeo diesel DPF and power shift trans we’re getting ready to say hold my beer.
Don’t think they ever mentioned recalled/warranty again after that drama which likely contributed to the poor sales of Mondeo and Focus.

[Franco Cozzo]

Originally Posted by smoo

From my recollection ford never attempted to market any of the euro cars over the past 10-15 years?

I can remember a hand ful of Euro ford owners on this forum back in the day absolutely piling on the Aussie built Fords for their quality control issues and recalls/warranty.
Little did they know Focus/Mondeo diesel DPF and power shift trans we’re getting ready to say hold my beer.
Don’t think they ever mentioned recalled/warranty again after that drama which likely contributed to the poor sales of Mondeo and Focus.

The Focus DSG was an issue when it was first introduced on the LV Focus TDCI as well, our very own Yellow Festiva, we both bought new LV TDCI Focus around a similar time frame.

His shat its DSG around 70,000km and he had serious issues getting it done under warranty from his Ford dealership, my manual one went 235,000km before I gave the car away last year, it still lives, its up in Echuca now

The DSG has been a drama on Ford Euro cars since its introduction, it wasn't just the latest round of LW Focus and WZ Fiesta that it was an issue, it was just more prominent then because they sold lots more of them.

[Sprintey]

Originally Posted by smoo

Little did they know Focus/Mondeo diesel DPF and power shift trans we’re getting ready to say hold my beer.

And what a hold my beer it was.

[Sprintey]

Originally Posted by Franco Cozzo

Female 30-something Millennial

image

Does anyone feel like buying me a RAV4 hybrid?

I wish I could afford a RAV4

Ahhhhh I'd love a RAV4 but couldn't justify a car that big just for me

image

Ford isn't converting this demographic into Puma sales, but Toyota is turning them into RAV4 hybrid customers hand over fist.

See how they all know what the RAV4 is?

that's not a troll account that you might run for entertainment?

[Franco Cozzo]

Originally Posted by Sprintey

that's not a troll account that you might run for entertainment?

No, my boobs are hairy and the wrong shape

[kevino]

Originally Posted by Franco Cozzo

No, my boobs are hairy and the wrong shape

Wow its that dam Damien Parker again.

[ToryMikey]

Originally Posted by Franco Cozzo

Female 30-something Millennial

image

Does anyone feel like buying me a RAV4 hybrid?

I wish I could afford a RAV4

Ahhhhh I'd love a RAV4 but couldn't justify a car that big just for me

image

Ford isn't converting this demographic into Puma sales, but Toyota is turning them into RAV4 hybrid customers hand over fist.

See how they all know what the RAV4 is?

Could it be because Toyota actually spend money on advertising? Toyota know how to sell the dream. They sell the lifestyle, whether it's the lifestyle you have or the one you wish you had. Look at a Corolla ad, it's twenty somethings meeting and falling in love. Look at a Camry ad, it's all about Dad playing with the kids. Kluger ad? The best place to raise a family.

The last time I saw a Ford ad was when the FG was released and it was some pathetic thing begging you to test drive and compare...please!!!

[BENT_8]

Originally Posted by ToryMikey

Could it be because Toyota actually spend money on advertising? Toyota know how to sell the dream. They sell the lifestyle, whether it's the lifestyle you have or the one you wish you had. Look at a Corolla ad, it's twenty somethings meeting and falling in love. Look at a Camry ad, it's all about Dad playing with the kids. Kluger ad? The best place to raise a family.

The last time I saw a Ford ad was when the FG was released and it was some pathetic thing begging you to test drive and compare...please!!!

Is there a more catchy song in automotive advertising than the Land Cruiser drives you home number.

If im up in parts unknown
Land of bush, dirt and stone
If its weeks since a shower
I need help within the hour
Theres something I'll tell you for sure
Not a lie its almost law
This Landcruiser drives us home
This Landcruiser drives us...home

[DFB FGXR6]

Originally Posted by ToryMikey

Could it be because Toyota actually spend money on advertising? Toyota know how to sell the dream. They sell the lifestyle, whether it's the lifestyle you have or the one you wish you had. Look at a Corolla ad, it's twenty somethings meeting and falling in love. Look at a Camry ad, it's all about Dad playing with the kids. Kluger ad? The best place to raise a family.

The last time I saw a Ford ad was when the FG was released and it was some pathetic thing begging you to test drive and compare...please!!!

The thing is, how many Puma target buyers watch free to air TV, and are therefore seeing TV ads? I get where you are going with that, and I'm hardly in that age group now, but even I don't watch free-to-air TV, and the TV I do consume is excludes ALL ads. So, dumping money on TV ads is an act in setting fire to money when trying to reach a younger audience who consume media very differently now.

The above applies to a lot of brands, not just Ford.