Perspective

The recent success Ford is enjoying can't be associated to one thing — because they're doing a number of things right to get them where they are. From refusing to accept government loans over a year ago to stronger marketing programs helping to re-invigorate the Ford brand, along with industry-leading technologies and appealing designs — Ford is rolling, and it's being demonstrated in the interest and consideration of consumers shopping on Jumpstart Automotive Group's 11 in-market and influencer websites.

The Ford brand has officially separated itself from the pack. Through May 2010, Ford's share of shopping on Jumpstart properties is now 10% greater than Chevrolet, helping to maintain its spot as the No. 1 shopped and researched brand. Ford earned the No. 1 position roughly midway through last year, but finished 2009 only 1% greater than Chevy. Ford has stretched its lead on Chevy by 10% and is 30% ahead of Toyota, a brand whose share of shopping has tumbled in 2010 mostly due to recent recall issues that have stymied the brand via the press.

When Jumpstart examined engagement activity for the five brands via its Brand Engagement Index, similar results were discovered. Ford's engagement levels increased in 2010 to pull away from competitors Chevy and Chrysler. Chevy and Chrysler have each seen a steady decline in activity since Sept. '09 of about 3% per month, and Honda has dropped 13% in engagement from Jan. through May 2010 vs. the same time last year. The index is calculated by measuring the overall usage and level of engagement with a brand's content on Jumpstart's properties.

The shopping patterns observed have also manifested into sales activity, with Ford enjoying 30% sales growth through May (vs. the same period last year). Vehicles like the Focus, Taurus and Fusion are challenging historic segment leaders, and F-Series is sailing past the competition with 35% sales growth through May.

The 2010 surge achieved by Ford reflects a continuous improvement in Ford brand perception and awareness, as well as the implementation of industry-leading technologies like Sync, and vehicle redesigns and refreshes that consumers find appealing.

This positive awareness and sales momentum will likely continue for the foreseeable future as well, since Ford's red-hot Fiesta has yet to arrive in U.S. dealerships. The interest and buzz associated with Fiesta has been staggering, thanks to Ford's plan to begin generating awareness of the vehicle 18 months prior to its availability to consumers via the Fiesta Movement. By putting this product in the hands of an influential and well-connected audience, this innovative campaign has not only driven awareness of the Fiesta, but has undoubtedly been instrumental in Ford's brand success as well.

On Jumpstart's properties, Fiesta has seen activity soar by 71% in May vs. its 2010 average, significantly ahead of segment leaders like Honda Fit, Chevy Cobalt and Toyota Yaris. Fiesta's audience gains have also effortlessly surpassed other buzz-worthy upcoming launches including Nissan Leaf and Chevy Volt, with Leaf's consideration down 36% and Volt's remaining flat

At this trajectory, it will be interesting to see how consumers respond to Ford in the second half of 2010, as the brand looks to be positioned for tremendous growth this calendar year.

Final Thought: The difficulties experienced by some of the companies in this study is a reflection of the challenges that brands like Toyota, Chevrolet and Chrysler have experienced in recent memory. Toyota's recall issues earlier this year cast a difficult shadow on a previously unshakable brand, which essentially speaks to a product issue. Chrysler and Chevrolet (via GM) are still struggling as a result of acceptance of government loans and subsequent bankruptcies last year, alluding to a perception issue.

What Ford has demonstrated in these findings is that it requires a combination of good product, sound marketing — and some competitors with communication challenges — to enjoy this type of separation in the marketplace.