Ford Credit has earned its fair share of accolades in recent months, topping J.D. Power’s 2022 U.S. Dealer Financing Satisfaction Study and U.S. Consumer Financing Satisfaction Study, while also ranking as the top lender in that same organization’s 2023 U.S. End of Lease Satisfaction Study. Regardless, FoMoCo’s financing arm isn’t resting on its laurels, and is working to open its own online-only bank that consumers can use not only as a way to purchase vehicles, but also things like EV chargers and other accessories. Now, Ford Credit has launched its own direct-to-consumer advertising as it continues to tweak the way it conducts business.
This new campaign marks the very first time Ford Credit has rolled out direct-to-consumer advertising since it was founded way back in 1959, which is a pretty big deal. The very first component of this new advertising campaign is a relatively simple one, however – a Ford Credit logo consisting of the iconic Blue Oval and the word “credit,” which – along with the entire campaign – is based on consumer research centered around what those shoppers look for in terms of automotive financing.
The idea behind the new Ford Credit advertising campaign is to offer what it calls “a frictionless finance provider” that offers ease, clarity, and flexibility in that particular process, which is precisely what customers indicated that they are looking for. “We learned that new and existing buyers are different, and we want to reach them with the right message at the right moment in new places, such as when they search for automotive financing online,” said Jenny Klonowski, North American marketing communications lead.
“Brand awareness is everything now that most consumers are researching financing online. The customer journey is changing. People buy cars differently than they did 60 years ago, and we are looking to meet them earlier in their purchase journey,” said Andrea Morris, global marketing communications lead. Our ads will appear mostly online on streaming content, Google, website banners and social media feeds. They are engaging, differentiate us from our competitors and show we are part of the Ford family.”
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A frictionless finance provider.
As soon as you hear jargon, you know immediately that what they’re pushing is not to your benefit.