As the auto industry shifts more and more towards eco-friendly and sustainable vehicles, Ford is reimagining the marketing of its new Ford Fusion by partnering with eco-conscious fashion labels. In an except below, Vivaldi CEO & Founder Erich Joachimsthaler spoke with Hilary Milnes at Glossy on how Ford is using fashion forward experiences to engage old and new consumers alike:
“Car companies like Hyundai, Cadillac, Ford — they’re all trying to upstage each other with concepts where there’s a lot less focus car dealing or selling and more focus on experiences,” said Erich Joachimsthaler, CEO and founder of Vivaldi. “That’s a good thing, an experience merely defines the brand more than a 30-second ad.” Joachimsthaler said that auto retailers are smart today to put forth a point of view — in Ford’s case, a stance on sustainability — since it’s becoming harder for car companies to catch the attention of new consumers.”
“The importance of a relationship to the consumer is changing, and car companies are figuring out ways to bypass the dealership and get in front of an audience,” he said.
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