Ever since I discovered Robert Farago’s automotive news and editorial site, The Truth About Cars, I’ve been an avid reader. Farago’s editorials combine his deep knowledge of the auto industry with sharp, frank analysis. Furthermore, even though he writes many articles criticizing the Big 3, especially GM, he isn’t just Detroit-bashing like many journalists do. For every criticism he makes, he usually puts forth his own alternative ideas.

Whether you follow the auto industry or not, you may have noticed that Ford has ditched “Built for the Road Ahead” for a new marketing campaign called “Bold Moves”. The first glimpse that the general public got of this new campaign was a new 60 second commercial featuring Kelly Clarkson which aired during American Idol a couple weeks ago. (watch the commercial on YouTube) They also caused a stir in TV land by announcing that they will be making a reality TV show where contestants will be involved in design projects.

In a recent editorial, Ford: Bold Moves Sink Ships, Farago focuses on the discrepancy between Ford’s new marketing message and their vehicle lineup. The marketing message is encouraging the consumer to be bold and fresh by buying a Ford but all of the company’s new cars (except for the Mustang and now-extinct GT supercar) are conservative and generic. As is taught in Marketing 101, the best way to make a marketing campaign succeed is build a great product. Great products market (and sell) themselves. Ultimately, the market itself will be the major influence for how your product is positioned.

Favorite line in the editorial:

In fact, Ford’s Bold Move message borders on self-parody: be bold and buy a vehicle from a car company struggling for survival.

Brilliant! Come on Ford, this is do-or-die time for the company. With dwindling sales, a non-existant passenger car lineup, and only a couple brightspots in the pipeline, the company truly does need to take intelligent, drastic steps to emerge victorious. You can’t sell the consumer just with bold marketing. You sell the consumer with bold products that meet their needs and fit their wallets.