Gabby Watson
Updated: Nov 2018
Content
“above/below/at cost”
“above/below/at invoice”
“dealer invoice”
“factory authorized”
“factory challenged”
“authorized distribution center”
“public notice”
“public sale”
“discount/wholesale center”
“liquidation”
“factory invoice”
“dealer cost”
“wholesale cost”
“outlet/warehouse”
“warehouse store”
“warehouse price”
“you qualify for a new test-marketing program”
“special purchase” or special pricing”
“pricing so low, it’s like buying from the factory”
“guaranteed credit approval”
“no credit rejected” or “all credit accepted”
“we finance everyone”
“Buy-back”
“supplier or employee pricing for everyone”
“program headquarters”
“bailout”
“we will not be undersold”
“bad credit, no problem”
“good credit, bad credit—all applications accepted”
“clearance” (except during specified time frames)
2bb. The words “free” and “no charge,” may be used only when the Dealer is offering an unconditional gift not tied to a purchase, in which case the phrase “no purchase necessary” must appear in the body of the ad or in a disclaimer.
2cc. The words “rebate,” “cash rebate,” and “owner loyalty rebate” may be used only if the advertising clearly identifies the source as either factory or finance in the body.
• “New vehicle offers include $2,000 rebate.” =Not Compliant. | • “New vehicle offers include $2,000 FORD rebate.” = Compliant.
3a. All advertising in which the claim “#1 Ford Dealer” or “Largest Ford Dealer” must include the following items legitimizing the claim:
- Who: This claim must be based from a legitimate Ford Report.
- What: What is the dealership claiming? Largest dealership, highest sales rate, etc.…
- What: What is this claim based upon? New car sales? New truck sales? New retail sales?
- Where: In what region is this claim based?
- When: The claim must be based on a report listed as previous year to date.
Example:
“Detroit’s largest Ford dealership based on Ford’s 2014 new retail sales report.“
Graphic Notes
Typography and Branding:
HEADLINE: Ford Antenna Condensed Bold or Medium italic preferred.
OFFER: Ford Antenna Condensed Medium/Bold All Caps preferred.
Body Copy: Ford Antenna Condensed Regular preferred.
Disclaimer: Ford Antenna Condensed Regular preferred.
Colors: Ford Blue #003478, CTA Cyan #2D96CD, Ford Slate #425968, Medium Ice #eef2f6, and White #ffffff
We only submit off website items. Example: Pay Per Click, Social, and SEO.
• Truck body types must be correctly described.
• When advertising a vehicle price, payment or offer, the vehicle’s year and model must appear in the body of the ad. Vehicle photo and description must be consistent with Ford model advertised.
• All offers must be matched with an example vehicle model and year. Example offers include:
- $1,000 savings off MSRP. (Needs example vehicle, year & model)
- $259 monthly payment. (Needs example vehicle, year & model)
All information needs to be found within the body of the advertisement, with the only exception being the expiration date.
All leasing offers must include:
1. That the vehicle offer is for a lease
2. Vehicle model and year
3. Total due at signing
4. Number of scheduled payments
5. Security deposit mention
6. Expiration date (may be found in bottom disclaimer)
Pricing Notes
When advertising a dollar amount or percentage discount, the discount must be based on the manufacturer’s suggested retail price. For example: 2014 F-150 $10,000.00 off. –Not Compliant. 2014 F-150 $10,000.00 discounted. –Not Compliant. 2014 F-150, save $10,000.00. –Not Compliant.
2014 F-150, $10,000.00 off MSRP. –Compliant. 2014 F-150, $10,000.00 discounted off MSRP. –Compliant. 2014 F-150, save $10,000.00 off MSRP. –Compliant
Stackable rebates not available to the general public must be disclosed in the body of the advertisement, by each offer the rebate pertains to.
FAQ
- Is Best Price allowed? If so, what is the verbiage that can be used?
- Yes, Any, website doesn't get reviewed.
- Can this brand have virtual inventory?
- Yes. Website doesn't get reviewed.
- Are specific colors required?
- No
4. Are specific fonts required?
- No.
5. Are we allowed to pull OEM images?
- Yes, Website doesn't get reviewed.
6. Can pricing have a strikethrough?
- Yes, Website doesn't get reviewed.