“This is a big step in the right direction for Ford’s marketing,” said Jeremy Acevedo, manager of industry analysis for the auto website Edmunds.com. “It gives the company a voice to the sweeping changes it has planned.”
He called it a “breath of fresh air for the dealers, especially given the aging lineup of cars and trucks in showrooms.”
While the new ad campaign will be welcomed by Ford dealers, it’s unclear the marketing move will do much to change how investors view Ford shares. The stock is down 30 percent since June and hovers at its lowest level since 2009.
At the heart of the sell-off is mounting questions on Wall Street about Ford’s plans to restructure its operations. In a research note to clients earlier this week, Consumer Edge analyst Jamie Albertine wrote, “We remain concerned about the lack of detail supporting management’s vision for the company.”
Ford is scheduled to report third quarter earnings after the bell on Wednesday.
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