As one of the world’s largest companies, and as one selling a product fit for mass consumption, Ford has a broad customer base. While some companies target specific types of customers or specific groups, Ford has product offerings geared toward people at varying income levels, varying social statuses, varying ages, and all genders. They attempt to be a car company that can provide something for everyone, but there are still some more specialized segments that they go after with their particular approach.
Because Ford is not a luxury brand, the company is not really targeted those in the upper echelons of income (Kerin et al., 2016). Rather, they target middle income and upper-middle income individuals. This is the price range and the performance range where their vehicles tend to fall. However, there are some more upscale versions of certain vehicles, including their updated F-150 trucks, that are geared toward people with more wealth. Still, they are mostly targeting families right in the middle range. Likewise, they target transportation entities that are looking for reliable vehicles with good technology that are easy to fix. This is one of the ways that the company gets ahead of its competitors and targets its customers. They go after those that do not want to incur high costs of ownership and maintenance, since it is relatively easy to fix vehicles produced by Ford when compared to many European models, for instance.
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Ford vehicles are marketed equally as well to men and women. They have trucks that are mostly marketed to men. They have vans and crossovers that are geared toward moms. One of the things that the company has made its name on is producing mass market appeal vehicles that do not have to target out a specific niche to be successful (Kapferer & Bastien, 2017). They succeed by pulling in business from the world at large.
- Kapferer, J. N., & Bastien, V. (2017). The Specificity of Luxury Management: Turning Marketing Upside Down. In Advances in Luxury Brand Management (pp. 65-84). Palgrave Macmillan, Cham.
- Kerin, R., Hartley, S., Rudelius, W., & Clements, C. (2016). Marketing: The Core.
- Ford.com. (n.d.). Ford’s 2020 vision. Retrieved from https://media.ford.com/content/fordmedia/fna/us/en/news/2014/09/29/fords-2020-vision.html
