Ford Dealers Urge Support for Escort

NEW YORK – Now that Taurus has trounced the Accord, Ford dealers are urging the company to put its muscle behind the Escort, which saw sales slide in 1992. Ford is considering the national rollout of a $199 lease option now in regional test and more psychographic advertising that plays up the brand equity.
Escort sales dropped 4% to 236,622. Its prime competitor, the Honda Civic, also suffered a loss – from about 232,000 to 219,000, according to Integrated Automotive Resources.
Taurus dominated Ford’s marketing in the late months of 1992 in its successful bid for the best-selling-car-in-America title. The company will play up its victory in upcoming print and TV ads.
Copyright Adweek L.P. (1993)