When Ford Europe decided to combine its Special Vehicle Engineering and Motorsport divisions, we were asked to review their brand assets in all areas of expression. There was a desire to maximise the benefit provided by both World Rally and Formula One™ campaigns and to create new cross-over brand effects for the future retail product lines. The legacy created by years of ‘grass-roots’ competition was inconsistent with the aspirations of Ford’s brand and communication.
We developed a managed and flexible brand family for the road and racing operations and a modern ‘performance’ nomenclature that could be applied across the range of performance consumer products and communications. We also investigated the tone of communication which appealed to an ‘expert’ user and leveraged the demand for niche products to create positive brand messages for the Blue Oval. Ultimately these insights led to the creation of a new business unit, which we named Ford TeamRS, to manage coherently both the existing and the next generation of products.