Ford Motor Company

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"Under the leadership of Chief Executive Officer Jacques Nasser, Ford Motor Company is now engaged in a major repositioning of its brands, its image, and its markets. Nasser's goal is to turn Ford "from a boring old car maker whose shares achieve a price-earnings ratio of only ten, into a consumer-products and services company commanding a multiple of more like thirty" (The Economist, 1999, p. 10). Simultaneously, by shifting some of its emphasis from affordable, mid-range family cars and sport utility vehicles (SUVs) to the upscale markets via its acquisition of Jaguar, Aston Martin, and Volvo, and reassessing its own Lincoln and Mercury brands, Ford hopes to capture an increased share of the luxury market as well (The Economist, 1999). To that end, the company has launched a massive advertising campaign to position its brands in this new market. "

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