Ford Aims to Wow Key Group: Its Dealers†

Losses, Lack of Hits Hurt Confidence; Stick to 'One' Theme

Wall Street Journal, April 14, 2008 — Consumers aren't the only audience Ford Motor is trying to win over with its new "Drive One" marketing and advertising campaign, which kicked off last week.

The ailing auto maker is also trying to charge up its dealers.

Many of Ford's more than 4,000 U.S. dealers have become frustrated with the company after suffering through years of declining sales and having few hit models to sell besides the Mustang and F-Series trucks.

Their confidence has been further shaken by Ford's big losses in 2006 and 2007 — a combined $15.3 billion — and a series of inconsistent and often fleeting marketing efforts in the last several years that have failed to attract substantial numbers of new Ford buyers.