Most consumers are typically set in their ways as far as product preference and style.  In fact, the same consumer-product relationship exists in the automotive market.  Some consumers prefer American-made parts (Ford parts, Chevy parts) , European (BMW parts), Japanese (Toyota parts) or other imports. 

Ford is an “American-made” brand that has been followed throughout its entire lifetime despite price changes or competitor innovation.  Ford’s loyal customers have an established “cult-following.”  Just as Ford has its followers but many consumers have stayed far away from Ford.  Many believe other car brands provide better features and higher quality auto parts resulting in superior efficiency, price, and luxury. 

However, Ford has recently revamped their business strategy and product lines. Ford’s changes have started to appeal to consumers beyond their traditional “cult-following.”  If you compare the 2007 and 2010 Ford Taurus it becomes quite obvious that GM is making the ultimate stride to gain new feature-focused consumers.  Ford’s 2007 Taurus is one of the least attractive cars known to man and had minimal features available to those who were blind enough to make the purchase.  On contrary, the 2011 Ford Taurus is mind-blowing with available features such as backseat LCD Screens, turbo, etc. which are  beyond what a typical sedan would offer.  Ford has also implemented this same pattern of innovation with most of their other sedans.   It is amazing to see how such a transformation can be made to Ford models in such a short period of time.  I feel like these models should almost be renamed as they resemble nothing of the old models.  Ford has also implemented the same pattern of innovation across all vehicle segments.

It is clear that Ford is truly expanding its horizons and making a 100% commitment to acquire a new breed of consumers beyond their patriotic followers.  The sky is the limit for Ford as it continues to make new moves with its brand and looks to establish a strong relationship with feature-focused consumers.  It should be interesting to see how such a stride will affect their future market share and sales potential.