"Potentially" and an asterisk.

"davesaddiction @ opposite-lock.com" (davesaddiction) 11/18/2019 at 13:51 • Filed to: None

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Is it really a good marketing bullet point with all these caveats?

Couldn’t you have left off “potentially” and covered yourself with another paragraph in the fine print? Or is Ford that nervous that people actually won’t save time and/or money?

Saving some t ime actually seems a lot more likely than money, assuming you shell out the additional money for wiring your garage for 240 and pay for the Ford charging station. But you’d better drive your new Mustang* for a long, long time and a lot of miles to recoup the costs of shelling out for an expensive electric car and the station/install on top of it.

80% of electric vehicle charging happens at home. Ford offers multiple home charging solutions to fit your needs– the Ford Mobile Charger comes standard while the Ford Connected Charge Station is an option that fully charges your vehicle overnight*:

Est. 32 miles of range per charging hour, using the optional Ford Connected Charge Station installed in a (240V) outlet*

Est. 22 miles of range per charging hour, using the Ford Mobile Charger in a 240V outlet*

A slow but convenient charge, using the Ford Mobile Charger in a standard (120V) electrical outlet* [3 miles of range per hour]

For the fastest possible charge at home you will want the available Ford Connected Charge Station. This is a great solution for those with longer commutes or who want to enjoy connected features. The Ford Connected Charge Station can be included with your Ford Credit financing agreement.**

To make your experience hassle-free, Ford teamed up with Amazon in the U.S. for all your installation services.

*Range and charge time based on manufacturer computer engineering simulations and EPA-estimated range calculation methodology. The charging rate decreases as battery reaches full capacity. Your results may vary based on peak charging times and battery state of charge. Actual vehicle range varies with conditions such as external elements, driving behaviors, vehicle maintenance, and lithium-ion battery age. Source for 80%:

!!! UNKNOWN CONTENT TYPE !!!

**For Options contracts, Ford connected charging station cannot be residualized. The full purchase price must be paid within the term of the contract. Does not include installation.

Future next gen S2000 owner > davesaddiction @ opposite-lock.com 11/18/2019 at 14:12

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I feel like asterisks shouldn’t exist. 

lone_liberal > davesaddiction @ opposite-lock.com 11/18/2019 at 14:15

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It is a statement that was generated by marketing types and then vetted by lawyers and then sent back to marketing and then back to the lawyers. Lather, rinse, repeat. It’s a wonder that a normal person can even read it.

HammerheadFistpunch > Future next gen S2000 owner 11/18/2019 at 14:16

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meh*

*i mean, i understand your point but it’s a great way to reduce heavy writing that takes you out o f the narrative but still gives you access to a deeper understanding.

vondon302 > davesaddiction @ opposite-lock.com 11/18/2019 at 14:18

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“Your results may vary"

jimz > davesaddiction @ opposite-lock.com 11/18/2019 at 14:18

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I think they kind of have to do that at this point, since the car is in the validation testing stage.  Within he next few months or so I’d expect firm numbers to be announced.

farscythe - makin da cawfee! > Future next gen S2000 owner 11/18/2019 at 14:25

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yeah..he is pretty irritating.... really...idefix is the best one

Tripper > HammerheadFistpunch 11/18/2019 at 14:36

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Hah this is good

Nick Has an Exocet > davesaddiction @ opposite-lock.com 11/18/2019 at 14:44

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This really pissed automakers off. If they don’t do this, some schmuck will sue them. If Elon leaves it off and tweets a bunch of garbage about hot swapping battery packs, all is good.

davesaddiction @ opposite-lock.com > farscythe - makin da cawfee! 11/18/2019 at 14:58

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Man, I loved looking through my brothers’ old copies when I was a kid. Couldn’t read them, but usually could get the idea of what was happening.

davesaddiction @ opposite-lock.com > Nick Has an Exocet 11/18/2019 at 14:58

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Ha!

MontegoMan562 is a Capri RS Owner > davesaddiction @ opposite-lock.com 11/18/2019 at 15:03

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100% that nervous. I’m not allowed in the advertising I do to imply saving time OR money in any ad. I can’t even say getting a car with 50 mpg highway could  save you cash.

farscythe - makin da cawfee! > davesaddiction @ opposite-lock.com 11/18/2019 at 15:07

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im reasonably sure ive still got a stack of them at my mums

they’re good fun :)

davesaddiction @ opposite-lock.com > MontegoMan562 is a Capri RS Owner 11/18/2019 at 15:14

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Clearly, the equation for saving money has a ton of variables, and is unique to each individual and place . I guess that’s what I’m saying: if the only way you can say this is with “potentially” and an asterisk, why even say it?

benn454 > Nick Has an Exocet 11/18/2019 at 15:15

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 Cult leaders aren't beholden to logic. 

MontegoMan562 is a Capri RS Owner > Future next gen S2000 owner 11/18/2019 at 15:23

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W hat are you trying to get me fired?

(I’m the guy who places the fine print in automotive ads)

Future next gen S2000 owner > MontegoMan562 is a Capri RS Owner 11/18/2019 at 15:28

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Just move it from fine print to large print. Voila!

MontegoMan562 is a Capri RS Owner > davesaddiction @ opposite-lock.com 11/18/2019 at 15:38

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Sometimes that logic doesn’t prevail. I can’t tell you how many times a client has INSISTED we include something that we have to disclaim the crap out of because legal hates that we’re saying it. Marketing manager says it HAS to be in there though.

I can almost guarantee that 90% of bad advertisements you see are not the fault of the ad agency. Which really sucks because if the ads aren’t good the agency gets fired even though the client dictated the creative work.

MontegoMan562 is a Capri RS Owner > Future next gen S2000 owner 11/18/2019 at 15:39

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then i won’t have a job, there’s a different guy who writes the large print!

davesaddiction @ opposite-lock.com > MontegoMan562 is a Capri RS Owner 11/18/2019 at 15:43

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Yeah, I can definitely see that.

MontegoMan562 is a Capri RS Owner > davesaddiction @ opposite-lock.com 11/18/2019 at 16:24

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you know, like my current client who keeps demanding we spell out the benefit of features in communications. Which isn’t a bad notion, but a bit of wisdom tells you that I don’t need to explain the benefits of heated seats . Because unless you want us to include it as: Heated seats, so you can heat your ass while you drive. I don’t think it needs further explanation.

davesaddiction @ opposite-lock.com > MontegoMan562 is a Capri RS Owner 11/18/2019 at 16:31

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Ha!

Mirrors: so you can see what’s behind you

MontegoMan562 is a Capri RS Owner > davesaddiction @ opposite-lock.com 11/18/2019 at 16:37

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This is seriously my life with this dude lol. Windshield: a shield for wind.

davesaddiction @ opposite-lock.com > MontegoMan562 is a Capri RS Owner 11/18/2019 at 16:39

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The customer’s always right, right? LOL

nermal > davesaddiction @ opposite-lock.com 11/18/2019 at 17:11

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Good idea, poor execution. The ability to charge at home is a big advantage EVs have over gas powered cars. This is a bad way to advertise it. A better way:

“With the optional Ford Battery Blaster 9000, you can charge your new Mustang in 10 hours or less at home! You’ll save tons of cash by not   spending half of your paycheck on the lot lizards at your local truck stop! Yay!”

That wasn’t difficult.

davesaddiction @ opposite-lock.com > nermal 11/18/2019 at 17:19

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Ha!

MontegoMan562 is a Capri RS Owner > davesaddiction @ opposite-lock.com 11/19/2019 at 16:09

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sigh...yes. lol