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Ford ‘didn't understand the value of being aussie-made’

02-09-2013
by 
in 
Ian Harrison - ‘disappointing’
Mr Ian Harrison, Chief Executive of the Australian Made campaign is baffled why the beleaguered Ford motor company has never played the “Aussie-made card.”
 
Apart from the job losses within Ford and its suppliers, this is the biggest disappointment following the announcement to close its operations in Australia, he says.
 
Mr Harrison says the announcement is not a reflection on the engineering or build quality of the current models – which are brilliant – it is the marketing of Ford’s Australian-made products. The marketing for the Falcon and the Territory could have been much better.
 
“A campaign based around its Australian workforce could have had a huge impact,” he said.
 
“For some time now there has been a growing sense of uncertainty in the community about future job prospects.
 
“In this type of environment consumers are far more receptive to a campaign focused on the consequences of their shopping decisions. Ford never seemed to grasp this.”
 
According to recently released research by Roy Morgan Research, 88.5 percent are more likely to buy Australian-made products over products manufactured in other countries.
 
Ford’s decision sends yet another message to Governments, at all levels, to provide support for an ongoing campaign educating consumers about the value of buying Australian.
 
“It is important that we keep the benefits of buying Australian top of mind, so that when it comes down to actual purchase decisions, particularly on goods as significant as motor vehicles, consumers can make informed decisions,” Mr Harrison said.
 
“The irony of course is that Ford will continue to sell its range of imported cars in Australia – all of which will be subsidised to some extent by Governments elsewhere.”

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