Cars
Ford Puts Muscle Behind Mustang as Other Cars Fade From Showroom
- Pony car benefits from company redirecting marketing resources
- Amazon effect lifting commercial vehicle demand, LaNeve says
Mustang Bullitt.
Photographer: Andrew Harrer/BloombergFord Motor Co. has stopped running national ads for the Fusion and Focus sedans it’s killing and put more marketing muscle behind the Mustang, a decision that paid off with a 35 percent sales jump for the pony car last month.
“Those are the kind of things you’re able to do when you narrow the focus of your lineup,” Mark LaNeve, Ford’s vice president of U.S. marketing, sales and service, said in an interview. “It allows you to not only focus your product resources, but also to focus manpower, time, attention and marketing on your core lineup. And we think we’re getting a benefit from that.”