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Article: Ford Focus: An Unusual Marketing Campaign for an Unusual Car.
- Article from:
- PR Newswire
- Article date:
- February 12, 2001
CopyrightCOPYRIGHT 2001 PR Newswire Association LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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DEARBORN, Mich., Feb. 11 /PRNewswire/ --
The Ford Focus first hit U.S. dealerships in October 1999 and quickly became one of the ten best selling cars in America. Focus is targeted to the highly influential Gen X (20-35 years old, 25 million) and Echo Boomer market (19 and under, 80 million). Ford has developed a marketing and advertising campaign to capture the attention of the youth generation.
In order to understand the youth market, Ford (NYSE: F) executives immersed themselves into the youth culture in major cities such as Los Angeles, New York and Miami by going to clubs, fashion stores and restaurants. Through special focus groups and these ...