Ford Touts No Bailout in Ad Campaign

Friday, 16 Sep 2011 03:24 PM

By Martin Gould

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Ford is capitalizing on its decision to reject government bailout money in its latest advertising campaign.

The company, the only one of Detroit's "Big Three" to refuse the cash, puts owners in front of a mock press conference where they are peppered with questions as to why they bought a Ford.

In one spot, an F-150 truck owner identified as "Chris" is asked "Was buying American important to you?"

He replies, "I wasn't going to buy another car that was bailed out by our government. I was going to buy from a manufacturer that's standing on their own: win, lose, or draw.

"That's what America is about. It's taking the chance to succeed and understanding when you fail that you've got to pick yourself up and go back to work. Ford is that company for me."

Ford says Chris, and other drivers in its "Drive One" campaign, are genuine Ford owners and that their comments were unscripted.

The Obama administration pumped $80 billion into Chrysler and General Motors in 2009 as they declared bankruptcy. Both companies survived the crisis by restructuring and repaid a substantial part of the money.

The government estimates the final cost to taxpayers will be around $14 billion.



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