The TV, print and radio campaign will run throughout 1997, but the budget has not been specified, says Marcelo Bellotti, Ford Argentina Account Director at J Walter Thompson's Buenos Aires office. Ads will highlight the redesigned Escort's attributes such as body styling, a six-valve engine, interior comfort, safety features and available options and will carry the tagline: "The Escort comes with everything.''
Ford Argentina began building the new Escort in Argentina in mid-September. It will be available to consumers by the end of November, according to company spokesman Rodolfo Ceretti. Plans are to secure a 13.4% market share over the next year.
The Escort will be sold in four varieties, with a base price of $17,200 and a top-end price of $24,750. It will compete with other mid-sized models such as the Renault 19, Volkswagen Pointer, Polo and Golf, and the Peugeot 306.
Copyright October 1996, Crain Communications Inc.