No Advertising - What is the Strategy?

[sperold]

Every time I turn on the TV ( lately), I see Mathew Machonnacy (?) saying he drove a Lincoln long before anyone paid him to do it.
I have never seen a Taurus SHO commercial.
With a whomping 1808 SHOs sold in 2012, you would think an information session would be in order from that point on. What gives?
Ford has made a habit of discontinuing great cars when production numbers fall below the spectacular level. They keep looking for another Mustang, and when it doesn't happen, they lose interest fast.

 

[subframe]

Every time I turn on the TV ( lately), I see Mathew Machonnacy (?) saying he drove a Lincoln long before anyone paid him to do it.
I have never seen a Taurus SHO commercial.
With a whomping 1808 SHOs sold in 2012, you would think an information session would be in order from that point on. What gives?
Ford has made a habit of discontinuing great cars when production numbers fall below the spectacular level. They keep looking for another Mustang, and when it doesn't happen, they lose interest fast.

Maybe we will see a SHO Fusion

 

[rubydist]

for whatever reasons, they don't advertise the MKS either, nor the MKT. They are trying to revitalize Lincoln and are pretty much only advertising the newly redesigned models of Lincoln - MKZ and MKC along with Navigator some. This summer there will be a new MKX, so expect to see advertising for that coming this summer. We are being told that the next new product after that will be the replacement for the MKS/Taurus.

They have never really spent much $$ advertising the SHO, so I'm not surprised that they are not doing any now toward the end of the product life cycle.

 

[sperold]

When you look up the Lincoln LS on the internet, one highway safety rating group gave the car the distinction of being in the top 5 vehicles, OF ALL TIME, in the safety category. Never heard a word of that from the company.
In the luxury category (which is the fastest expanding category world wide), the two cars that are not participating in the largess are the Lincoln and Volvo. This segment has 10 percent of the market share, and provides 50 percent of the profits; bad category to be out-of these days.
I think they need a new ad company, or something!

 

[SHOCH]

First rule of SHOclub is don't talk about SHOclub.

 

[mullen78]

It's kind of a double-edged sword, I enjoy not seeing another car like mine at every stop light (not to mention if no one knows what it is they don't know what it'll do!). But, if the sales aren't there she becomes another orphan. The good side is these cars have a loyal following if that holds up like the first thru third gen. cars we'll find a way. I don't have a solution to typical Ford...I.e. SVO, SHO, LS, ...they come up with awesome machinery, then turn there backs on it.

 

[sperold]

It would be great if enough of these cars get built that they could sustain a long term following.
I don't know what that critical mass would be.
The first 10 year run of SHOs had less than 100,000 produced, and there has been an active following because of it.
The community has coped with discontinued parts on the first 10 year cars. Maybe there is hope that even with a small production run, this new one can last a long time too.
In the case of the GenIIIs, there were not many made, but we are still talking about them today.

 

[Bill Strobel]

The fact is they don't want to sell more. Sounds counter-intuitive right. But when a new model is planned it is planned as a certain percentage of the total build. Obviously they are building as many as they had planned or they would advertise more. Remember the plant has already ordered the individual parts that make up the SHO from their supplier. If they advertise and demand goes up then they would have to order more parts and that could cause a delay in building the cars which would result in disappointed customers.

 

[SHOdded]

Well, if they planned to make the SHO such a rarity, I'd like them to recognize that at the car shows, including Carlisle

 

[Shoplus80]

I do remember in 2009 they put out a commercial for the SHO and if you would like to see please check out the link below.

 

[sperold]

I stand corrected!
Nice commercial, it got right to the point.
And that is at a point where that horrible recession (depression) was in play. I am pretty sure the ground is more fertile for this type of car now.

 

[mval]

they had a nice commercial w/carl edwards the next year. none since. supposed reason no excitement from ford about the sho is the transverse 3.5. well if i'm not mistaken their popular explorer sport has it transverse as well. just plain mumbo jumbo from ford. since i show mine & plan to keep, the less out there the better. gives me an advantage when up against all those chargers/magnums. thank goodness caddy V people don't waste their time at shows with us commoners.