More than any other industry, automotive dealerships get a bum rap as pushy and dishonest. This was the unwarranted reputation Tyler Ford was stuck with when we began working with them in 2005. Our discovery process revealed that Tyler Ford was actually the antithesis of the typical high-pressure dealership—they provided excellent service, employed honest staff, and had fair, no-haggle policies in place. The public knew nothing of these qualities, though, and the dealership's advertising was focused solely on selling the attributes of Ford cars and trucks.
The strategy we devised focused on selling the dealership-Ford national would sell the cars. We developed the position "Real People. Real Deals." and produced marketing that introduced Tyler Ford’s managing partner, David Irwin, as the spokesperson. David was personable and full of integrity and it was evident in TV spots and radio commercials. That same down-to-earth personality has been carried through more than 10 years of marketing across almost every medium known to marketing-kind.