2008 FORD ESCAPE: Hitting Online Market Like A Storm

2008 FORD ESCAPE: Hitting Online Market Like A Storm

by Mike Bartley

Like experts are saying, the best form of promotion is viral marketing. The latter employs effective marketing techniques using pre-existing social networks to generate exponential growth in brand awareness. And viral marketing is currently the latest ace of the 2008 Ford Escape.

What do online purchasers say about the new Escape? "A winner all the way around!" One enthusiast quipped: "It is great to be sitting at a light with no engine noise or vibration, allowing you to listen to the great sound system." Another one uttered, "The build quality is flawless." An aficionado noted, "Do yourself a favor and give one a drive."

Doing the Ford Escape a great favor Indeed, viral marketing is doing Ford a great favor. With an overwhelming response from online purchasers, and consumers spreading the positive news all over the Net, there is nothing more Ford could ask for but linger in euphoria.

Viral promotion may take different forms like interactive Flash games, hilarious video clips, advergames, images, or even SMS text messages. But Ford's promotion form performs like an Airaid. auto part using 'word of mouth' commendation from jubilant consumers.

In the eighth installment in a series highlighting online consumer reviews of Ford Motor Company's new products, verbatim comments on the 2008 Ford Escape were posted on Yahoo! Autos (www.autos.yahoo.com) and Edmunds (www.edmunds.com). Earlier, the Yahoo! homepage (www.yahoo.com) featured a 2008 Ford Escape advertising "takeover" resulting in more than 500,000 "click-throughs" to the Escape launch Web site - www.boredomhurts.com. This initiative has been one of Ford's most successful ever in terms of winning over customers.

According to the J.D. Power and Associates 2006 New Autoshopper.com Study SM, 77 percent of new vehicle buyers consult independent online resources during their search for a new vehicle.

What they say... A feedback from Keith of Baton Rouge was posted at Yahoo! Autos. Keith has this to say about the vehicle: "I just recently test drove the new Escape, and I think it is much better than the model it replaces. First, the styling is much improved. It has more definition, more character. The seating position is first rate, and all of the controls are easy to find and use. It rides firmly, yet comfortably, and the handling is much improved over the old model. The V-6 ought to be standard equipment on all models; the trade-off between power and economy is very good. What's more, the price is right, and everything suggests that the Escape will be a great value for the money. The new Escape is now at the top of my new-car shopping list, and I hope Ford can improve all its models the way they improved this one."

Richard, also an online purchaser, said "This is the first new Ford I purchased in 29 years. I traded in a 2005 Jeep Grand Cherokee. In fact the last five new SUVs I purchased were Jeep Grand Cherokees. After two years of driving the 2005 Jeep I had enough of the poor service and lack of concern by Jeep."

He added, "I was hesitant to purchase and did quite a bit of research before doing so and glad I did. The Escape Hybrid is fun to drive, has better visibility, and the gas mileage is twice that of the Jeep! We did drive the Toyota Highlander Hybrid and the bottom line was about the same but I am tall enough that when getting in and out of the Toyota I scraped my head. This is not the case with the Ford. Also, GM has nothing to offer in hybrids." The testimony was posted at Edmunds.com.

How impressive could Escape get? Clay from Vallejo, Calif. said, "Hats off to the '08 Escape Hybrid! I had an '06 Escape Hybrid 4WD (not loaded) and for $1,500 more I now have a loaded '08 Escape Hybrid 4WD. The reason is starting with the '07 hybrids, Ford lowered the price. The exterior has a new aggressive look and even makes it appear larger. The new interior design is a plus. I noticed that the cabin is quieter and feels more solid on the road than my '06. The new EPA sticker shows a more 'real world' estimate because right off I was doing 29 mpg and over on the first tank. It comes standard with dual climate, which is great because my wife is always colder, and an auxiliary jack for the iPod/MP3 addicts, two 12V power points for front and rear users, auto on/off headlamps and tire pressure sensors. The center stack has totally improved: larger touch screen GPS, six CD/MP3 in-dash instead of the changer under the passenger seat, and a high mount info screen (time, date, exterior and interior temperature, bearing)."

"The console is VERY sly! It can hide a 14-inch laptop and power it as well, thanks to the 110V plug right there in the front of the shifter. The center console attachments can be configured in a number of ways for convenience. It's one of those things you have to see for yourself! This hybrid is one to consider over the pricier Toyota and Lexus," Clay stressed.

Dramatic changes "We have a XLT 4WD and what a dramatic difference from the older versions...especially the interior...thank goodness. This new version is so much better in my opinion. Dramatically quieter and more comfortable and the prices are actually lower than last year's model. We have some very steep hills in our area with gravel roads. The all wheel drive handles them with ease without any loss of traction. The transmission does all the braking on the way downhill with little effort, saving my brakes the wear and tear. Love this CUV!" said Rob to Edmunds.com.

Yahoo! Autos posted Yogidog's comment. He said, "I first test drove the Limited V-6 today and plan to buy one. Initial impression is that the overall look is well sculpted and smartly organized, with a sexy black leather interior. Ride is quiet, although a little rough on bad roads. I don't particularly like a mushy ride, so the feel of the road appeals to me. Seats are comfortable and will serve well on a long ride, as will the Audiophile speaker sound system, tuned to SIRIUS. Quality of interior is immediately noticeable. The only down side is the pebble grain dashboard and need to remove headrests from back seats in order to lay seats flat, although a compartment for storing headrests is provided. Chrome front grille looks a little cheesy. My preference is for a solid color grille. Clean and simple. List of safety features and new extended 60,000 mile warranty is impressive and should coax many buyers that it's time to come back to Ford. Bottom line ... it looks good and is fun to drive. Sold."

What about the taxes? Frank from San Diego said, "After buying this SUV, I got all the money back I paid in federal taxes for the entire year. It is the best hybrid on the road and is great for off-roading. I have the four wheel drive model and I use it every weekend. I have 20,000 very trouble free miles on it in only 4 months. This is the best SUV Ford has ever made and there is NO comparison to the Toyota Highlander. This wins hands down!" His comment was posted at Yahoo! Autos.