In a move to change its marketing strategy, Ford Japan Ltd. will concentrate on building its brand image rather than pursuing numerical sales targets, senior officials of the company announced Tuesday.
Ford Japan aims to separate its product lineup and differentiate its product image from Mazda Motor Corp., also a Ford Motor Co. affiliate, the officials said.
"This is a strategy change. We had a strategy that really pushed for sales. This invited confusion (about Ford products) among users. We need to clarify our brand image," said Henry Wallace, vice president of Ford Motor Co. and chairman of Ford Motor Japan.
For this purpose, Ford Japan will ask its dealers to remodel showrooms and change product displays to match Ford Japan's policy targeting the children of baby boomers between 25 and 28, the officials said.
Ford Japan hopes to increase its sales to 25,000 to 30,000 units a year. Last year, the firm sold about 13,000 vehicles.
Meanwhile, Ford Japan plans to reduce its workforce from 275 to 200 by the end of this year to improve efficiency, the officials said.