Understanding the Psychology Behind Ford's Truck Advertising
America's pickup truck didn't get that image without a little help.
1. Understanding Ford trucks' target market
Pickup trucks represent a lot more than simply getting from one place to the next. It's true that the kind of car you purchase says something about you as a person, and the same is especially true in the case of the pickup. A pickup truck immediately brings several things to mind: the great outdoors, work sites, rugged strength, and old school America. All pickup companies are aware of this reputation and make a point of emphasizing those traits in their advertising campaigns. Of these automakers, Ford has arguably been the most successful in capturing the rugged pickup spirit with their public image. With the F-150 long having been one of the most recognizable vehicles around, it's interesting to consider how Ford has cultivated this image for their flagship product.
2. Glorifying the blue-collar
In whichever Ford truck advertisement you see, there's a very marked focus on appealing to the American blue-collar worker. Unpretentious, masculine and physical, the F-Series trucks are promoted with a sort of working class pride in mind. Ford often makes an "us and them" comparison between the down-to-earth blue collar with the comparatively polished city workers and their compact sedans.
3. Use at work is practical
The F-Series trucks association with work sites is very much in keeping with the working class appeal Ford strives for. In simplest terms, it is easier to commit to a big purchase if you know it will help you make money in the long run. Although that might be said for any vehicle purchase made for a daily commute, Ford's marketing doubles down on the F-Series trucks for their work-based functionality. Seeing a Ford truck in the midst of a job site appeals to a potential buyer's desire to be industrious and useful.
4. Representing masculinity
It's not uncommon to see Ford boast the strength of their F-Series trucks. Although this is partly addressing the actual quality of the vehicle itself, for the sake of marketing, the specs generally come second to a general impression of strength and self-reliance that embody what it means to be masculine. The majority of Ford truck buyers are male. A 2009 ad for the F-150 goes as far as to mention a drink of bourbon in its effort to tickle values of what is considered strong and manly.
5. Tradition and the American Dream
From Ford's iconic "Built Ford Tough" slogan to its impressive association with the American working class, Ford has done a smart thing in doubling down on their past successes. By stressing the F-150 as America's best-selling vehicle for the past 40 years, or the mere longevity of the brand at that, Ford has a lot to work with. In keeping with the working class angle, potential Ford buyers may be more likely than the average to go out of their way to support American companies and manufacturers. Just this year, Ford has made a big deal of the F-150's 40 year anniversary. At that point, the F-150 might virtually sell itself; a vehicle doesn't remain successful for that long without quality to back it up, and consumers are well-aware of that.
6. Solid specs are easy to market
The actual specs and technical details are usually glazed over in a quick 30 second TV spot. Nonetheless, we would err to overlook the role Ford's reputation for quality has played in their sales. You can't become America's truck without being able to follow through on the goods you're promising. Fortunately, the F-Series has never had a problem coming through in terms of quality.
7. Going Forward: Fuel economy and green technology
Things have been changing in the auto industry. Particularly since the recession (which had a major impact on truck sales), prospective purchasers have become increasingly interested in the efficiency and fuel economy of vehicles. Recent developments in Ford's truck designs have leaned towards improving the efficiency and "green appeal" of their vehicles. Ford trucks haven't had the best rep when it comes to environmental groups, and it looks like Ford are trying to change that. With the promise of mass-market hybridized Ford trucks in the future, it will be fascinating to see how Ford adapts their marketing to accommodate the coming changes.
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