DETROIT - Ford Motor Co. will launch its new Focus small car in the USA next month with one of its biggest advertising blitzes in recent years, featuring more than 60 live television commercials aimed at young, first-time car buyers, the automaker said last week.
The live ads are part of an 18-month 'episodic' campaign of TV, radio, print and other special promotions Ford will use to pitch the Focus to members of Generation X and so-called 'Echo Boomers' - an estimated 80 million people age 19 and younger - seen as key buyers of the entry-level car to be sold at prices between $12,280 and $15,580.
According to Automotive News Europe estimates, Ford is spending $100 million on ads and other promotions for the Focus, which went on sale in Europe last year and is due to hit US showrooms as a replacement for the Escort in September. Ford expects to sell more than 300,000 Focus cars a year in the USA.
Reuters News Service contributed