Ford Escort promos return to Argentina after five years

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BUENOS AIRES -- Ford Argentina SA will launch a multimedia ad campaign in early December for its newly-designed Escort mid-sized model - the first Escort promotion in the country in five years.

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.

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