New Taurus ads target luxury rivals

Posted on Friday, July 31st, 2009 at 10:22 AM EDT.

Part of a new marketing campaign Ford is launching next week will pit the new Taurus against the competition’s luxury brands, said The Detroit News.

The online ads place the Taurus, which starts at less than $26,000, against offerings from the likes of Lexus, Infiniti and Acura that cost well over $60,000, the story said.

The ads are part of a broader marketing push aimed at changing the way consumers think about Ford’s flagship sedan.

Ford said the ads are not designed to win customers from the foreign luxury brands. “Our goal is not to position this car as a luxury product,” said Matt Vandyke, U.S. marketing communications director for Ford. “We have very different customers…. They’re not looking for a badge. But they are people who absolutely want advanced technology,” the story said.  (The Detroit News)

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