Jeep Challenges Ford Bronco's "Best In Class" Advertising Claims, But NAD Sides With Ford

[BattleBornBronco]

The article is about Ford "creating" a new vehicle segment, "medium traditional utilities" and then using marketing terms applied to a new vehicle segment and pre-production vehicles. This is not a good thing for the car-buyer.

Ford provided best in class for pre-production vehicles. What's happened is Ford's "win" will now allow manufacturers to advertise options and features that may not make it to market. This is not a win for the consumer.

Also, NAD stated Ford was misleading several times and recommended they change their advertising claims. They did approve of the use of "projected" or "available", which is ambiguous to the buyer, and may not make it to market. This good for Ford, but bad for the consumer.

I read, " Therefore, the watchdog recommended that the claim be discontinued" and "To avoid confusion, the advertising watchdog recommended that the challenged press release and media kit be modified to clearly indicate that the "best-in-class" claims do not apply to the Bronco Sport."

This was a claim brought about by a competitor, sure, but this wasn't a Wrangler vs Ford challenge. What Ford was doing was marketing in a new and ambiguous, if not deceptive, way. Ford fan-boys may just see this as a FCA vs Ford challenge that went Ford's way, but this was much more than that.

"NAD determined that Ford provided a reasonable basis for identifying the Bronco in its advertising as part of the "medium traditional utilities" class because it defined the "medium traditional utilities class" in a manner consistent with consumers' reasonable understanding of what binds this competitive set together using nomenclature that is not misleading to consumers. "

NAD further cloncluded that best in class claims are consistent (common) with industry practice. And that using the term preproduction indicates the shown models are not final production as far as fit and finish, but we know the capability claims (tires, angles, etc) are.

Ford was responsible here. I appreciate that Ford markets an Explorer as a SUV and a Bronco as an MTU. Especially since consumers naturally associate the Bronco with the Wrangler and 4runner.

Also, the best in class claims are still valid regardless of whether Ford wants to call the Bronco a MTU or a midsize SUV since NAD is using the segment the Bronco belongs to, not the one Ford "tries to create" through advertising.

Deception is a TSB on death wobble which will not fix death wobble. Deception is a trail-rated Jeep Compass. Jeep put themselves in a glass house since the July reveal. Ford just put dozens of people in the new Broncos at King of Hammers so I think that's fair advertising considering there will be more features available when consumers take delivery.

My opinion is this is not some slippery slope thing Ford just did.

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[Rivers90]

Jeep step it up! Make 35" tires an option and lower gears, also lockers on more trim levels. Add a 7 speed manual. Make air conditioning standard. Add an option for factory air compressor and GMRS radio.

 

[Stampede.Offroad]

This shows how super-competitive this segment is right now. FCA are concerned. As they should be.

I wouldn't call three options, one of which hasn't been updated in over a decade, and another which isn't available "super competitive".

 

[Psybako]

Jeep has best in class death wobble

"Class exclusive" death wobble

 

[2Jeeps&PatriotX1]

And this reiterates my thoughts on why Ford limited the GVWR in the Bronco...so it could stay in the same class as the wrangler and advertise this.

But then again, they could have added 1 more best in class (tow rating of 3,501).

 

[TheDo114]

And this reiterates my thoughts on why Ford limited the GVWR in the Bronco...so it could stay in the same class as the wrangler and advertise this.

But then again, they could have added 1 more best in class (tow rating of 3,501).

Since they include the 4Runner in that class, they would need to be above 5000lbs since the 4Runner is rated to tow 5000.

 

[guerro]

I wouldn't call three options, one of which hasn't been updated in over a decade, and another which isn't available "super competitive".

It is now. And that is what they are afraid of. They were the only game in town for a long time. Well, not any more.

 

[BR0NCO]

Good. They have a couple years until the refresh to step up their game

 

[mdonathan56]

FCA....

 

[2Jeeps&PatriotX1]

Since they include the 4Runner in that class, they would need to be above 5000lbs since the 4Runner is rated to tow 5000.

wasn't aware who all was in the class, but if the 4runner is in the class, do we include the grand Cherokee then too? If so, then forget about beating its tow rating.

 

[OmahaKevin]

wasn't aware who all was in the class, but if the 4runner is in the class, do we include the grand Cherokee then too? If so, then forget about beating its tow rating.

Grand Cherokee is unibody so a different class.

 

[Headsong]

Even Toyota is paying attention.... Ford has raised the bar.

 

[DesertMike680]

There a new kid on the block and someone's butt hurt.

Exactly. All the "Wrangler Bro's" will be butt hurt too knowing that they're not "cool" anymore once the Bronco's hit the street.

 

[Skdmarc]

The Bronco is going to eat the Wranglers lunch jeep offered discounts for the first time ever that has to tell you something

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