You need to change your advertising agency. Or possibly your marketing department.
Your latest radio ad includes the line (as a "plus" point): "And it's a Ford"
That makes it sound as if your are an inspirational, prestige brand. Guess what? You're not.
There are, no doubt, still plenty of people who, when faced with a new car purchase, will automatically choose a Ford, because that's what their dad drove, and his dad before that. That, surely, explains why the Escort continued to see long after it's best-by date.
But, really, give your average man in the street, say £20,000 to spend on a new car, any car, completely of his choosing. How many, do you think, will think "I really want to buy a Ford"?
Not many. Honestly.
BTW, I'm not saying your cars are bad. I got over my Ford hatred a while ago (about the time you finally dropped the Escort, actually).
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