Ford Focuses on Every Target Market
Many automakers have found success by expanding their product lines and targeting as many consumers as possible. Take the Ford Motor Company, for example. While most American auto companies are struggling right now, over the past 100 years, a great deal of Ford’s success can be attributed to creating a different model car for each type of demographic, consistently positioning each brand for their intended target market.
Ford has expanded their brand to include all target markets. This allows them to appeal to customers in many age ranges, income ranges, lifestyles, and demographics. By targeting many different groups, they can appeal to all customers, capturing the whole market.
2008 Ford Shelby GT500KR
While each Ford brand has different car models that target specific income and age ranges, the following brands generally speak to these car-buying lifestyles:
Ford: The Ford brand is an American icon. They are known for offering a different model vehicle for every price, style, efficiency, work load, gas mileage, or muscle. However, they are typically priced for the middle-class consumer that is interested in driving a sporty vehicle. They are currently trying to position themselves as the hybrid leader in the American market. Target age 18-50. Target income $30-100K.
Mercury: More luxurious than the average Ford model. Generally for middle aged, established adults who are looking for luxury and smooth easy driving. Target age 35-50. Target income $60-100K.
Lincoln: Each Lincoln vehicle represents sophistication and comfort. They target successful men and women that want recognition for their hard work. Cars come equip with the latest technology and plush interiors. Target age 18-50. Target income $100K+.
Volvo: Geared toward the safety-conscious consumer. Perfect for customers who enjoy the outdoors and traveling in comfort. They are known as a family vehicle, as they offer solidity and reliability. Known for targeting customers who want a classy, affordable car that can guarantee safety and comfort. Target age 18-50. Target income $60-100K+.
As you can see, each brand has it’s own unique personality. Ford has been successful by consistently modeling each promotional strategy and car design after their target lifestyle’s preferences.
As you develop your own product and brand, think of whom you want to target. Targeting Your Market can be simple if you know how to identify your potential customers and conduct market research. (Quantcast.com is an excellent resource for helping you identify the traffic going the websites for your favorite brands.) Next, choose a target market and compile a customer profile. You’ll be most successful if you identify specific information about your target market’s age range, income range, educational level, interests and lifestyle.
Identify what your product offers consumers and what your competitive advantage is. Which consumers will find your services the most beneficial and how can you reach them? Be sure to send a consistent brand message that speeks to your target market.
