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Ford latest 'Standard' campaign promotes affordable technology

Ford has launched a new advertising campaign following the introduction of a new pricing strategy that reduce list prices and also dealer discounts.

Following the price realignment across the range of Ford's passenger cars, matched by lower promotional discounts, the new Ford campaign promotes the level of technology and equipment included in its vehicles.

The campaign focuses on a "Ford Standard" promise, using the tagline "More. As standard" to deliver a message that Ford delivers leading-edge motoring at affordable prices.

Its most popular cars, including the Fiesta and Focus, feature in adverts that use the ampersand symbol - & - to underline that Ford customers benefit from the best levels of technology and equipment at competitive prices.

"We want people to remember Ford's roots, which are about making the exclusive more inclusive," said Ford of Britain marketing director Mark Simpson.

"There are lots of discount price advertisements at the moment, but this campaign tells consumers they can get both high-quality and technically advanced features and a competitive price from Ford."

The campaign will be seen across a range of media including TV, radio, print, outdoor, digital and direct marketing.

The campaign will run until the end of September, which is traditionally the second-highest-selling month of the year, due to the number-plate change.

However, with clearer pricing established across the Ford passenger car range, it is likely that the "Ford Standard" concept will be reused.

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