It has been pretty easy to knock American automakers. Ford (NYSE:F) and General Motors (NYSE:GM) are in the midst of yet more restructuring, as the two struggle to increase sales even after doling out generous incentives. Meanwhile, Japanese auto giant Toyota (NYSE:TM) continues to take market share.
There is evidence, though, of a new type of thinking at Ford. A project has recently been floated that could help improve the automaker's fortunes. And believe it or not, the plan involves reality TV.
Ford is reportedly mulling the idea of launching its own TV program in which contestants will help design a new Ford automobile. According to TheNew York Times, Ford designers would help the show's contestants design new cars, and the winning design would be transformed into a concept car on display at an auto show. The idea is very much in its infancy, and Ford has not sought out contestants, producers, or a TV network to air the program.
Some might say that TV is already saturated with reality shows and that a Ford program will have a tough time capturing a major audience. This is certainly a risk, but even if the show is a flop, Ford wouldn't lose too much in the bargain. Reality TV programs are typically not terribly expensive to produce, and Ford may even get some fresh ideas from contestants.
If the show is a success, on the other hand, it would be a big step forward in a vital effort to win back consumers to the Ford brand. There is no doubt that one of the problems Ford struggles with is consumer perceptions. Its cars are seen as second-rate, and in many cases, boring. A reality TV show, if done so that it doesn't come off as just an infomercial, could help Ford reconnect with consumers and actually get people excited about Ford automobiles again.
Granted, a savvy marketing move won't solve all of Ford's problems. But the reality TV show idea suggests that Ford is ready to take some risks, and in the cutthroat automotive market, that is an important first step.
Fool contributor Brian Gorman is a freelance writer in Chicago. He does not own shares of any companies mentioned in this article.
