How it all came together
The idea was born out of pure curiosity when Ford asked CPP how personality type relates to its target customers. There are 16 possible Myers-Briggs personality types which are separated into four dichotomies. The dichotomies are opposites, and each personality type relates to one side more than the other. The personality traits of each group are extraversion (E) or introversion (I), sensing (s) or intuition (n), thinking (T) or feeling (F) and judging (J) or perception (P). Ford and CPP profiled seven target customer personas and identified the Myers-Briggs personality type that linked to each. Then they developed general purchasing tips designed around these seven personality types. While personality type doesn’t predict which specific vehicle a customer will ultimately buy, it does influence every stage of the thought process leading up to the exact Ford model a customer drives off the dealer lot. For example, Ford and CPP found that the target customer for the Ford Escape, “Carrie,” is personality type ESFP – meaning Carrie’s car-buying process involves attributes of extroversion, sensing, feeling and perceiving. When buying a car, Carrie should think about whether the purchase will meet her future needs, and take the time to research all of the details of the purchase, not just the useful and practical points. “It was not only fun, but meaningful, to take a deep dive into some of Ford’s target customer data to see how the characters of the seven personas match up to the personality indicator tools,” said Segovia. The Myers-Briggs Type Indicator instrument is the world’s most popular and trusted personality assessment.
ISTJ – Ford F-250 Super Duty Introversion: Independent and self-reliant; the powerful and efficient 6.7-liter Power Stroke® V8 Turbo Diesel engine in Super Duty makes Cal feel unstoppable Sensing: Enjoys helping friends with home construction projects; owns a lot of tools, but Ford Super Duty is his best and most versatile tool Thinking: Gets the job done; works hard and stays on task. Cal knows Built Ford Tough® isn’t marketing speak – it means “tested and proven” Judging: Cal is the go-to guy who knows how to accomplish things. Super Duty’s best-in-class payload and towing capabilities help him to be as reliable and dependable as his truck Buying tips: brainstorm ideas with a few close friends. He should ask about new models and innovations, and postpone deciding until he has explored several options.
“Donna,” INFP – Ford C-MAX Hybrid Introversion: A quiet advocate; Donna likes how her Ford C-MAX Hybrid quietly captures braking energy to charge its own batteries Intuition: Has her own style; appreciates the Vista Roof® for its style, plus the panoramic view allows her to see the big picture Feeling: Thinks about how her lifestyle and purchases affect the environment; SmartGauge® with EcoGuide helps her drive more efficiently Perceiving: Needs a vehicle with space and flexibility for hobbies, work and daily life. C-MAX Hybrid’s 52.6 cubic feet of cargo volume holds everything she throws at it Buying tips: Donna should weigh the logical aspects of the purchase. Just because she likes something – and/or the person selling it – doesn’t necessarily make it the right choice for her.
“Carrie,” ESFP – Ford Escape Extraversion: Outgoing and social; enjoys spacious seating for five Sensing: Lives in the moment, travels to experience life. Her Escape’s powerful EcoBoost® engine delivers the fuel efficiency she needs to feed her curiosity Feeling: Carrie stays true to her values, beliefs and ideals. Intelligent 4WD helps her Escape stay grounded Perceiving: Knows marriage and family are in her future; craves change. Escape’s class-exclusive hands-free liftgate is perfect for Carrie’s evolving lifestyle Buying tips: Carrie should think about whether the purchase will meet her future needs and take time to research all the details, not just the useful and practical points. “Drew,” ESTP – Ford Mustang Extraversion: Drew feels energized by driving, stays poised to carve corners in his Ford Mustang’s RECARO® racing seats Sensing: Needs acceleration and top-end speed; Mustang’s 420 horsepower and a tarmac-shredding 390 lb.-ft. of torque more than deliver Thinking: Thinks his car is the center of his world; chose Mustang, the industry’s most customizable car, so he can get the best features and value Perceiving: Wants to have as much fun as he possibly can. Mustang’s Track Apps™ measures his fun in terms of acceleration times, G-forces and more Buying tips: Drew should reflect on what he wants and analyze all the features, not just the novel ones. He should set a reasonable purchase deadline and stick to it.
“Jennifer,” ENTP – Ford Fusion Extraversion: Staying connected to family and friends is a must for Jennifer. Ford Fusion’s standard SYNC® allows her to keep in touch while on the road Intuition: Is excited for the future and what lies ahead; Jennifer’s delighted Fusion’s sleek design will live well in the future Thinking: Wants people to know she made the right choice. With more engine options than any midsize sedan, Jennifer made the ideal choice with Fusion Perceiving: She’s not there yet, but she’s getting close; with turn-by-turn directions, Fusion’s MyFord Touch® system shows her what’s ahead Buying tips: Jennifer should take time to reflect on what she wants, then set a reasonable purchase deadline and stick to it.
“Kurt,” ESTJ – Ford Taurus · Extraversion: Enjoys spending time with clients, family and friends. Kurt and his crew travel in comfort thanks to dual-zone automatic temperature control · Sensing: Only buys trustworthy products; relies active park assist to steer him into parallel parking spots perfectly every time · Thinking: Kurt is a confident professional. His confident side loves the 365 horsepower of the EcoBoost-powered Taurus SHO; his professional side appreciates the efficient 25 mpg highway the car returns · Judging: Kurt is in control of his life and his surroundings. The tension-reducing multicontour seats with Active Motion® technology keep him comfortable in the Taurus driver’s seat Buying tips: Kurt should ask himself if the people in his life who are important to him will appreciate his decision. He should postpone deciding until he has explored several options.
“Thomas,” ENTJ – Ford Explorer Sport Extraversion: His house is the neighborhood epicenter for weekend fun; enjoys hosting barbecues and pool parties. Wants room for seven people and the high-performance fun of a 3.5-liter EcoBoost engine Intuition: Aspires to own a vehicle with better fuel economy; always looking for something new. When “what’s new” is your passion, Ford Explorer delivers. Explorer Limited has 10-way power, leather-trimmed seats Thinking: Shops around for the best product to meet his needs. Thomas knows that with three rows of seating and 365 horsepower, Explorer Sport is a value leader among crossover vehicles Judging: Loves to take the lead in planning get-togethers. His Explorer’s Terrain Management System™ gives him the capability to make it anywhere right on time Buying tips: Thomas should take the time to reflect on what he wants. He should ask himself if others who are important to him will appreciate his decision.