The move is part of Ford’s new global marketing strategy. The company says it wants to create “a more consistent and compelling connection with customers worldwide, while better leveraging the company’s global assets and capabilities”.
In January, Ford appointed Elena Ford as its new director of global marketing, sales and service operations. She is the great great granddaughter of company founder Henry Ford.
Since her appointment, Ms Ford has been working to integrate the company’s marketing team members, global agencies and other supplier partners with a common and integrated plan to bring new global vehicles to market.
The marketing campaign launched in Detroit next month will be the first under the new globally collaborative approach. It will be for its new Focus model, which is due out in autumn 2010.
In May, Ford unveiled a new UK ad approach during the Champions League Final. x Ford says it was pursuing a change of marketing strategy by launching a series of ads that focus on the Ford branding and logo, replacing current campaigns that promote new models.