Ford Motor Company was founded and incorporated in 1903 by Henry Ford and is the second largest automaker in America with its headquarters in Dearborn, Michigan. Ford offers a wide variety of product lines to the various segments in the market. It product lines include; automobiles, buses, trucks, tractors, vehicle leasing, automotive part and financial services.
Ford focuses on making great products by focusing on the quality i.e. from design, sales and service, safety, sustainability and innovation (Ford, 2016).
My target ideal customer is a young family with young children or those that are newly married and are considering getting children. These families are made up of young adults, male and female of age between 25 and 35 with children of age 0-12. The young family person is a working professional with annual income of $50,000 and lives in the urban center. The target annual income of $50,000 is slightly below the median income of a typical household family of $53,657 (Luhby, 2016). Since most are in their first jobs, they have not built enough savings to buy a car hence require financing to acquire their vehicles.
The families mainly have one car used for various purposes like driving to work, dropping children to school, going shopping and travelling for holidays (Ho, 2016). The target customer is a new parent who is safety conscious especially for the children thus desires a car designed to reassure them of their children safety while on board (Porter, 2015). During the holidays, they like travelling upcountry with their family to visit their parents and relatives.
Ford Motor Company Limited Customer persona
Persona Name: Mr. & Mrs. Smith
Background
Newly married and expecting a child
Demographics
Young adults, male and female
Age 25-40 years
Dual House Hold income of $65,000
Identifiers
Extroverted and outgoing personalities.
Both have busy schedules all weekday’s meeting and making presentations to prospective client at their premises and attending to young children in school morning to evening.
Goals.
Challenges
Low income and insufficient savings to purchase and maintain a car.
Getting an affordable car that has five star safety ratings and specific child safety features such as extra airbags in the vehicle sides.
Getting a spacious car that will allow for the baby car seat/booster and luggage while on long travel.
How do we help?/ what the buyers should know
We design vehicles with innovative engines that are superbly fuel efficient with minimal carbon emission hence you need not worry how much luggage you need to carry.
We have a huge portfolio of family cars that combine space and pragmatism with cutting-edge designs. Therefore you can choose from our wide range of our vehicles that will suit your needs as a stylish professional and a family person.
Safety being one of the qualities that majority of parents do not compromise, we have invested in the clever technology and advanced safety features. These include back up blind spot detection systems that aid in reversing and extra airbags for the back seats.
At Ford Credit, we offer you an array of finance products to aid you in acquiring a car of your choice. You can access instant quotes, make an application online and a decision will be made in a few minutes on your qualification. Once you are Fords customer you can manage your account.
As a young parent and a young professional who would like to attend to the children on board and incoming phone calls, we have you covered. We have family vehicles that are fitted with back seat screens and DVD and CD changers to entertain your child while you drive. We also have vehicles with in-built blue tooth devices that connect to the cell phone and the car audio system allowing you to receive your calls when driving and also automatically answering your text messages.
Real quotes
“As we expect our new born, a car is no longer a luxury but a necessity but we do not have enough savings to buy a car before the baby’s arrival”
“ Though I am a parent, I still feel young and would be more than happy to have a spacious car to accommodate my baby without compromising on my style”
Common Objections
I am worried about the financing and insurance costs
If I buy a spacious car right now for my family and later feel the need for upgrade, I am not sure what I would do with the old vehicle since I would not want to maintain two cars at the same time.
Marketing message
Why worry about family when we are family and got our families covered.
Elevator pitch
At Ford we will give you a pocket friendly family car that blends safety, space, and style!
References
Ford,. (2016). Company. Ford Corporate. Retrieved 18 June 2016, from
http://corporate.ford.com/company.html
Ho, E. (2016). Want more babies? Help families afford cars. The Straits Times. Retrieved 18
June 2016, from http://www.straitstimes.com/singapore/want-more-babies-help-families-afford-cars
Luhby, T. (2016). Typical American family earned $53,657 last year. CNNMoney. Retrieved 18
June 2016, from http://money.cnn.com/2015/09/16/news/economy/census-poverty-
income/
Porter, M. (2015). Top Ten Things To Consider Before Purchasing A Family Car - WHEELS.ca.
WHEELS.ca. Retrieved 18 June 2016, from http://www.wheels.ca/top-ten/top-ten-things-consider-purchasing-family-car/
