案例库 · 广告与公关 · 市场决策 · 2022
这条还没译成中文，下面是英文原文。
Ford's ads overstated C-Max mpg and Super Duty payload — $19.2M multistate settlement
Ford's ads promised 47 mpg for the C-Max and 'best-in-class' Super Duty payload only a stripped, fleet-only truck could hit. 41 states settled for $19.2M.
Ford Motor Company · 2022-05
怎么回事
North Carolina's attorney general and 40 other states reached a $19.2 million settlement with Ford in May 2022 over dealer advertising that overstated the capability of two vehicle ranges. For the 2013–14 C-Max hybrid, ads misrepresented real-world fuel economy — promoting 47 mpg in city and highway, a figure Ford later cut twice, ending at 42 mpg city / 37 mpg highway. Marketing also claimed driving style would not affect real-world economy and ran 'Hybrid Games' spots showing the C-Max outperforming the Prius.
The Super Duty trucks (2011–14 F-250, F-350 and F-450) were marketed with 'Best-in-Class' payload claims based on a hypothetical stripped-down configuration — omitting the spare wheel and tire, the jack, the center console and the radio — which only fleet customers could actually order. The peak figure was advertised as available to all customers, leaving retail buyers with trucks that could never match the claim.
Ford admitted no wrongdoing but agreed to stop the practices, improve compliance, and pay $19.2 million including $1.2 million in attorneys' fees. North Carolina received about $380,000, and the settlement provided for restitution to affected owners and lessees.
为什么会这样
- The advertised 47 mpg and best-in-class payload were numbers the real product could not deliver
- The Super Duty claim relied on a stripped configuration ordinary buyers could not even order
- Marketing framed driving-style independence and Prius-beating economy as fact rather than claim
- States treated overstating capability in the buying decision as the heart of deceptive advertising
教训
An advertised capability is a promise a vehicle must meet. Pitching a peak spec only a stripped, unorderable configuration can reach is deception, however the ad spins it.
后来呢
Ford paid $19.2 million across 41 states and agreed to stop the deceptive practices and tighten compliance, without admitting wrongdoing. The C-Max's rating had already been cut twice before the deal, and the multistate action closed a years-long gap between the numbers Ford advertised and the ones its vehicles delivered.
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