Ford of Europe is launching a new advertising campaign for its bio-ethanol powered vehicles.
The campaign visualises animal babies still in the womb, and proposes Ford FFVs ‘for the next generation’.
“We know climate change is real, and we’re committed to doing something about it by bringing a range of sustainable, low CO2 technologies to our customers over the next few years,” said Stephen Odell, vice president of marketing, sales and service for Ford of Europe.
“Our new campaign uses powerful imagery and is aimed at educating car buyers about the benefits of bio-fuel technology, as well as strengthening Ford’s position as a leader among European volume manufacturers for FFVs.”.
The campaign begins this month in Sweden, Europe’s most advanced flexifuel market, and includes a television ad plus print ads, as well as a dedicated internet site. From Sweden, the campaign is planned to roll out across other European markets where Focus and C-Max (a small minivan on the Focus platform) flexifuel models are sold.
Ford’s new flexifuel campaign stresses the company’s commitment to environmental responsibility and sustainable mobility, and its relevance for future generations. The campaign uses images of the next generation of ecologically sensitive animals all on the verge of birth, though no real animals were used in its creation.
The images were created using model making and film techniques to provide a super-real portrayal of what would be seen if the camera were filming inside a dolphin, elephant or polar bear. Time and care has been taken to ensure that the images are anatomically and scientifically correct.
“The environmental benefits and affordability of this technology and bio-ethanol mean that people can contribute immediately to lower CO2 for the benefit of future generations,” Odell added.
Ford claims to be the market pioneer of flexifuel vehicles (FFVs) in Europe where it has sold more than 28,500 vehicles since introduction in Sweden six years ago.
Building on the current Focus and C-Max, Ford has recently announced expanded availability of flexifuel technology to the new Mondeo, S-Max and Galaxy (all built in Genk, Belgium on the same platform) from early 2008, resulting in, the automaker claims, one of the broadest FFV portfolios in the European market.
The Ford flexifuel models are designed to run on a high blend bio-ethanol in petrol (up to 85% bio-ethanol, sold as E85), as well as on petrol only, or on any combination of both.
According to the automaker, studies – the latest one conducted on behalf of the Spanish government – show that the combined use of bio-ethanol and FFV technology can lead to a reduction of up to 80% of well-to-wheel CO2 emissions (compared to petrol burned in conventional vehicle technology).
Ford also offers CNG (compressed natural gas) versions of the Focus, C-Max and Transit – plus Transit LPG (Liquefied Petroleum Gas) – in some markets.
“A broad portfolio of new, environmentally advanced technologies is under development,” Ford said without giving details.
The automaker now offers 10 vehicles with sub-130g CO2/km powertrains (the proposed EU average), giving the company one of the broadest low-CO2 vehicle portfolios available in Europe today, it claims.