Ford 'unhappy' over anti-speed ads

Ford Motor Company is unhappy over the latest anti-speeding television ads, which show a late-model Ford Falcon losing control and rolling into a ditch.

The Herald on Sunday said Ford wanted the ad, which cost Land Transport New Zealand (LTNZ) $2 million, axed and had contacted its lawyers.

It shows a middle-aged man driving a late model Ford Falcon - with its insignia gone - and appears to be a car ad until the crash.

Ford spokeswoman Clare Ponton told the newspaper the ad breached a Motor Industry Association and LTNZ agreement that the make and model of cars in road safety ads not be identified.

"We do have concerns which we are raising with LTNZ and we are looking at our marketing, legal and PR options," Ms Ponton said.

"We take customer safety very seriously ... the new XR6 will have dynamic stability control, the new Mondeo has knee bags ... that's why we are so concerned about this."

But LTNZ advertising manager Paul Graham told the newspaper the ad would not be pulled and that the organisation was on "hugely solid ground".

The ad had been well researched before and during production.

"Car ads are all very similar, in showing the driver enjoying the moment, the curving road ahead of them...

"We are after an audience that likes a performance car, enjoys the moment of driving, considers themselves a superior sort of driver - it's the area we want to be."

Mr Graham expected the ad to screen for up to 18 months.

Clive Matthew-Wilson, editor of the car buyer's Dog and Lemon Guide, said the ad was inaccurate and misleading.

"Statistically, fatal speeding accidents tend to involve young working class males driving a Japanese import," he said.

"Middle-aged men driving new Ford Falcons have comparatively few fatal accidents."

Source: AAP 2007

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