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Ford Motor Co. has adopted Auto Collection as the retail name of its consolidated dealerships in U.S. and worldwide markets.

Ford dumped its first name for the ventures, Experience.

The market consolidation seeks to let Ford Motor dealers pool resources and fight the competition instead of one another. Ford is trying to stay abreast of the retail revolution, in which Internet marketing, used-car superstores and other operations are eroding the business of traditional family-run local dealerships.

Republic Industries, the largest dealer group in the U.S., is trying to create national recognition with its AutoNation USA brand.

In a typical Ford consolidation, dealers sell their stores to a new venture, with Ford and the dealers holding shares. One dealer is put in charge, and others often take jobs in the venture.

So far, five U.S. markets -- Oklahoma City and Tulsa, Okla.; San Diego; Rochester, N.Y. and Salt Lake City -- adopted the structure. Tulsa opened July 1; San Diego opened last week.

Auto Collection ad campaigns are developed by the four agencies that represent the five brands involved in the Ford Retail Network: Ford, Lincoln, Mercury, Jaguar and Mazda. The agencies are J. Walter Thompson USA, Detroit, for Ford Division; Y&R Advertising, Detroit, for Lincoln Mercury; W.B. Doner & Co., Southfield, Mich., for Mazda; and Ogilvy & Mather, New York, for Jaguar.

The Tulsa Auto Collection expects to spend $4 million on advertising in its first year, said Don Thornton, its CEO.

"Spending $4 million on one name will dominate the city," he said.

Ms. Connelly is a reporter for Automotive News.

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