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Discussion Starter #1
FordUrban

Is this a website for marketing to black people? Does anyone else find that a bit racist? Anyone else concerned about this sort of thing?
 

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Cool site. But, hmmmm, I don't see it as racist. A lot of companies create different ads for different target demographics. The ads in EbonyJet are different than what you find in Better Home and Garden.
 

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Discussion Starter #3
So having a website specifically for a racial demographic is not considered racist to you? Shouldn't the ford.com website be made multi-racially appealing instead?

What is common and commonly accepted are not always the best.
 

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At least this site isn't named "grown and sexy" like Ford's previous attempt. Hmm... Why isn't Mustang listed as a vehicle under "cars" on FordUrban.com? Are urban people not supposed to buy Mustangs? That must be why my auto insurance was so expensive when I owned a Mustang in Detroit.
 

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"So having a website specifically for a racial demographic is not considered racist to you?"

Most websites are really nothing more than a 24 hour commercial and advertisers frequently hire people of different races with the hope of drawing in that demographic. I can think of dozens of commercials (or print ads for that matter) where only one race is represented. So no, I don't have a problem with that. I do see your point though and admit that it can be a very fine line and companies do need to be careful.
 

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Audrey, you need to dust off your dictionary and look up the word racist. Advertising to different target demographics is not racism.
 

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Discussion Starter #7
Audrey, you need to dust off your dictionary and look up the word racist. Advertising to different target demographics is not racism.
Racist | Define Racist at Dictionary.com
2. Discrimination or prejudice based on race.
...
Prejudice | Define Prejudice at Dictionary.com
2. any preconceived opinion or feeling, either favorable or unfavorable
It is racism. Advertising based on race only encourages segmentation because it makes people think that they are different than others. Ads should have people in them of any race. Advertisers perpetuate prejudices by doing this sort of thing. People are people and we should just share and share alike. Separate but equal is a fallacy.

I'm really annoyed by this sort of thing.
 

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As I understand your rational, you are offended that Ford chose to use a black man in their web page instead of an Asian or white man? That sounds racist...
Ford is damned if they do, and damned if they don't.
 

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Audrey
I may be old and white but WTF. Can't we just talk about cars? And specifically the Fiesta. You may have the free speech right, etc. but, jeez, how about taking it someplace else!
 

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Discussion Starter #11
The problem is that they don't have a single website. FordUrban.com only has videos and graphics with black people, meaning it is marketing specifically to them, which implies people of different races should be treated differently. They should have one website with video and graphics of people, whatever race they happen to be, and market the car on its merits.
 

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The problem is that they don't have a single website. FordUrban.com only has videos and graphics with black people, meaning it is marketing specifically to them, which implies people of different races should be treated differently. They should have one website with video and graphics of people, whatever race they happen to be, and market the car on its merits.
Audrey, this forum is not a place to come out and call others racists. This is a forum on the Ford Fiesta. Let's end this thread now.
 

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Discussion Starter #14
I haven't called any person a racist and this does pertain to the Fiesta. I've seen a number of other posts about Fiesta marketing - that is what this is about. I don't see it as a Catch 22, but sadly am alone here in my opinion. I'll resist the urge to reply here on in - piece said.
 

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The site seems pretty racist/bad taste to me. Also I don't see where Audrey called anyone a racist.
 

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Audrey -

We just published a press release explaining our Ford Fiesta initiatives with FordUrban.com.

FORD LAUNCHES 2011 FORD FIESTA IN URBAN MARKET; DEBUTS NEW TELEVISION AD ON BET | Ford Motor Company Newsroom

It's important for us to connect with different audiences on a multitude of different platforms. Another example is our outreach to the Hispanic community on Nuevo Ford Fiesta.

I hope this helps you understand how important these different initiatives are to our overall launch.

Thanks.

Sam De La Garza
Ford Fiesta - Brand Manager
[email protected]
 

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Discussion Starter #17
Although I'm not a marketer by trade I actually took business and marketing courses as my minor focus in college, so I do understand the reasoning behind the segmented marketing. My opinions are against that style of marketing and way of thinking even if it is profitable and considered "okay". I feel like those opinions have been clearly stated here already though, and do appreciate your attempted explanation.
 
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