Ford Motor Company: Tough is not Enough

Ford, a car manufacturer, was able to disrupt the status quo by challenging the market leader as it took a new approach to marketing to truck buyers in Australia.

Campaign details

Agency: GTB

Executive Summary

This is a story of brains over brawn. By positioning itself as the smarter truck for the contemporary pick-up truck driver, the Ford Ranger succeeded in 'depositioning' the market leader Toyota HiLux as out dated, ordinary and a somewhat unimaginative choice. Aussie pick-up drivers began to believe that 'tough was no longer enough' and voted for Ford Ranger's smarts with their wallets. Consequently, the Ford Ranger tripled its baseline sales growth, dethroned the Toyota Hilux to become Australia's largest selling 4x4 pick-up truck catapulting its market share from 12% in 2013 to 22%...

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