Jim Farley, Ford’s evp of global marketing, sales and service, thinks it’s time to sell the most technologically advanced cars as products for the Everyman, much like Target offers high-concept design for the masses. Consumers, especially younger ones, will soon expect smart, fuel-efficient features in all models, and Farley thinks Ford, which has instituted the tagline “Go Further” in its marketing campaigns, can own that brand position. The progress is promising. The 2014 Ford Fiesta may be the most fuel-efficient, nonhybrid vehicle in North America. Still, the automaker’s brand vision of affordable green cars for everybody has not yet been realized. Farley talked with Adweek about the evolution of the enduring consumer brand.
How old is the average Ford customer in the U.S. today?
The average age is 50. Younger people account for only about 10 percent of our buyers. In about 20 years, 70 percent of our customers will be younger buyers.