Want to live in a van down by the river? Ford has a new vehicle for that

Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Product Brands and Branding.

Description: DETROIT — Ford Motor wants to make “living in a van down by the river” a bit more comfortable than late comedian Chris Farley — a cousin of the automaker’s CEO — made it out to be in a well-known “Saturday Night Live” sketch from the early 1990s.

Source: CNBC.com – video report

Date: Nov 03, 2022

Link: https://www.cnbc.com/2022/11/03/ford-transit-trail-2023-targets-boom-in-rv-van-life.html

Questions for discussion:

  • Who are the target markets for purchasing versus occasionally renting these vehicles?
  • Do you think the SNL connection should be used to promote the vehicle and brand?
  • How would you go about designing a marketing message to each target market?
  • How should dealers be included in the planning?