Ch. 10 - Product Concepts

Ford cars, trucks and SUV’s can be considered a shopping product, because it is “more expensive than a convenience product and found in few stores.” As a matter of fact, typically if a buyer wants to purchase a Ford, the only place to go would be a Ford dealership or a used car lot. There have however been cars manufactured by Ford which could make it a specialty product. For instance the Shelby addition of the Mustang which for a 2012 model can cost $50,000, can run up to $250,000 for the below 1967 model.

1967 Ford Mustang Shelby

Ford also falls into the unsought product line. Unsought products are new products that potential buyers are unaware of until they are brought to the market place through marketing and advertising. Ford commonly will have a concept car that they reveal each year at the international auto shows throughout the world. It is at this point that they become unsought products and become a reality where people seek to purchase them in the future.

Ford Explorer Concept SUV

There is not one particular style of car other than the launching of the Model’s A and T when Ford Motor Company started that defined it as a car company. Of course there is the Mustang, one of Ford’s longest lasting models, but there have also been the Escort, Taurus and many others. For Ford, it is the brand that defines it and the product line that determines it.