Tuesday, January 27, 2009

Brand Update : Ford Ikon

After nine years of Joshful existence, Ford has relaunched Ikon. Ford Ikon has been given a new life, a new look, a new engine and a new positioning.

Last November, Ford Ikon was relaunched with a Dura Torq TDCI diesel engine. The brand was earlier available in petrol only . The diesel version of Ikon will appeal to the consumers who worry about the fuel prices.

Besides the diesel engine , Ford Ikon also sports a new look and spruced up interiors.

The positioning also have changed. The Ikon now ceases to be a Josh Machine. The brand has replaced its " iconic " tagline "Josh Machine " with a new tagline " Sensible Bhi, Crazy Bhi "

Watch the new campaign here : Ford Ikon

I was a big fan of the Josh Machine tagline. It was a simple but a very effective positioning statement. It reflected everything that the brand stands for.

It is true that the brand has become older and dated. The brand needed new energy. But the new campaign is definitely anything but Josh. The idea is old and the execution average.

One of the reasons why Ford Ikon's position deteriorated in the market was because the brand never reinvented itself. There was not much happening with the brand . The brand off late became complacent in promotions. There was no campaign which was worth remembering in the last 5 years. The brand could have kept the energy by constantly promoting itself. But Ford adopted a strategy of milking this brand without investing much on the promotions.

If you ask any one about Josh Machine, you will never get a wrong answer. The brand and the tagline was heavily associated and remembered. If this tagline has to be replaced, the brand should have replaced it with an equally powerful positioning statement. "Sensible Bhi, Crazy Bhi " is nothing but a boring tagline. The brand also just lost its core positioning of a sporty car.

Remember that there is no other Indian car brand which is positioned as a Josh Machine. By forgoing such a powerful statement, Ikon has just lost its Josh.
Related Brand
Ford Ikon

3 comments:

  1. Yeah I agree that the tagline is boring...espe when compared to the Josh Machine one. The execution nevetheless was cool. Seen with such an execution.. the tagline would hold on some ground. Else as you said, it might look soo bland.
    It remains to be seen how they come up with the print Ad. If its already released.. please let me know.

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  2. I think ford should lauch a new car......with all new avtar to make its presence felt rather than relauching the same product with diffrent tagline.......by doing this it will create curosity in the mind of the consumers and they will go for the brand.we can take a good example of Honda.They go on relauching their car by giving it a totally different look.....and are always in news for good reasons....

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  3. I agree that the old tag line was much better than the new 'boring' one. Like Navin, Honda was the name that came to my mind too when i thought about reinvention by a brand.
    However, I think there is one car which is positioned as the Josh Machine, the Hyundai Verna. Verna ads said, "Feel the power of a 100 horses". I think is is positioning is very close to the Ikon

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