For a few years, Ford has been calling itself “America’s best-selling brand,” and it is doing it again. Of course, it is not true. Best-selling auto brand, perhaps, depending on, to paraphrase Bill Clinton, what the definition of “auto” is. Best-selling brand, no way. Bud Light for instance sold 295,365,100 cases of beer last year, compared with Ford’s 2,376,841 cars and trucks. Ground coffee? Folgers, more than a billion. Cigarettes? Marlboro, 114.7 billion in 2013.
But then, of course everybody will understand that Ford is talking about being No. 1 among auto brands, not all brands. “It’s somewhat implicit,” Ford’s chief analyst Erich Merkle told Advertising Age in 2013. O.K., point taken. Then what about “best-selling car brand?” [Continue Reading]