Competitive Analyses

                    The Competitor - The 2015 Ford Fusion

Ford offers a variety of makes and models. It is also one of the leading American-made care companies.  What sets Ford apart from other companies definitely stands out.

Ford has a certain appeal that can almost relate to anyone.  From the struggling college student, to the stay at home mother all the way to elder lady across the street and the hard working father.  Ford has something to offer to everyone. They use this to their best ability.  Since they have so many different makes and models, and because they are affordable to almost anyone, Ford has been a leading manufacturer.

Ford gives off that all-American feel and is known as "the most loyal auto brand." Made in Detroit, Michigan, most American's find it necessary to buy an American-made car. Doing otherwise makes them less patriotic, as if they are supporting a foreign countries push to take over the automotive industry. This gives Ford the extra advantage. Also, because the cars are made on home soil, they have the ability to knock the prices down since there is no overseas shipping involved. Almost everywhere in American you can purchase a Ford within 2000 miles on ground.


"effective advertising could persuade you that a particular brand is better or more appealing than the competition." -Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 3 par. 4
Easier said than done.  Ford says a million things to make them sound like the number type of vehicle to purchase. It is the safest car, the most reliable care, the best bang for your buck. It's definitely easier said than done though. Nowadays, every car no matter what brand, has to go through extensive testing to make sure the car is "safe." 

Breaking it down to a certain make and model, I chose the 2015 Ford Fusion to compare.

MECHANICAL:
-Engine: 2.5L iVCT
-Transmission: 6 Speed Automatic with SelectShift
-Transmission with Driver Selectable Mode
-Front-Wheel Drive
-3.07 Axle Ratio
-500CCA Maintenance-Free Battery with Run Down Protection
-Gas-Pressurized SHock Absorbers
-Front and Rear Anti-Roll Bars
-Electric Power-Assist Speed Sensing Steering
-16.5 Gal. Fuel Tank
-Single Stainless Steel Exhaust with Chrome Tailpipe
-Strut Front Suspension with Coil Springs
-Multi-Link Rear Suspension with Coil Springs
-4-Wheel Disc Breaks with 4-Wheel ABS, Brake Assists, Hill Hold Control and Electric Parking Brake
-Brake Actuated Limited Slip Differential

EXTERIOR:
-Wheels: 17" Paint Aluminum
-Tires: P235/50R17
-Clear Coat Paint
-Power Heated Side Mirrors
-Chrome Grill
-Speed Sensitive Variable Intermittent Wipers
-Trunk Rear Cargo Access
-Fully Automatic Projector Beam Halogen Daytime Running Headlamps w/delay-off
-Light Tinted Glass
-LED Brake Lights

ENTERTAINMENT:
-3 LCD Monitors in the front
-Radio AM/FM MP3 Single-CD with 6 Speakers
-SYNC Communications and ENtertainment System
-911 Assist
-SIRIUS Satellite Radio

The Interior of the 2015 Ford Fusion offers a 5 person seating arrangement. Manual air control. Your standard vehicle has full cloth seating and headliner along with door trim inserts. Metal-looking shift knobs and handles.


SAFETY:
-ABS Traction Control
-Side Impact Beams
-Low Tire Pressure Warning
-Dual Stage Driver and Passenger Airbags
-Curtain 1st and 2nd Airbags
-Rear Child Safety Locks
-Rear Camera - Standard
-Audio Volume Control
-Early Low Fuel Warning

IS THAT IT?!?!


"Once competition is introduced in the form of another brand, then a brand or group has to “own” benefits, differentiate, or make grander claims than the others."-Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 108 par. 5
benefits, differentiate, or make grander claims than the others.Ford states:The Ford Fusion is a mid-sized sedan and must therefore compete in an incredibly competitive segment, going up against HEAVYWEIGHTS such as TOYATA."

STARTING PRICE - $22,000
Ford also states: "On the other end of the price spectrum, the Fusion can be outfitted with a variety of luxury equipment, providing a sensible alternative to the entry-level cars sold by several luxury marques."

My opinion, if you are going to spend the money to get a fully-loaded Ford Fusion, why not just by an actual luxury car that gives you these options on a standard entry price? Plus it is 10x's safer!

Ford Fusion (standard) -$22,000 (fully-loaded) - $32,000 - $36,630
Lexus ES 350 (standard) - $34,000 - (fully-loaded)$40,065

*Prices found on official Ford and Lexus website.


Lets talk reliability. Lexus was rated #1 in reliability, and Ford was near the bottom. "If reliability is the No. 1 trait your next car must have, you may then opt to visit your nearest Lexus dealership before considering anything from the Ford dealership across the street as far as Consumer Reports is concerned." (http://www.thetruthaboutcars.com/2013/10/lexus-no-1-in-reliability-ford-near-bottom/
http://www.thetruthaboutcars.com/2013/10/lexus-no-1-in-reliability-ford-near-bottom/)

The Ford Fusion was rated No. 26

"Fully understanding the strategy and the competition before conceptual design is critical. It is also helpful to state the strategy in one or two sentences and keep it in front of you while you develop a concept. "-Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley pg. 73 par. 2

MY PLAN: I plan to note in my campaign that the standard Lexus ES350 not only offers everything that comes on a fully-loaded Ford Fusion, but more!