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 unimaginativ

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