Louis Cheskin - Changing The Face of Ford

Changing The Face of Ford

In researching the automobile market in 1957, Cheskin wrote a scathing prediction that the Edsel motor car would be a market flop because its styling did not portray a coherent aesthetic and reflect the changing trend toward modernism. Inversely, he predicted the massive success of the Ford Thunderbird. Experts of the time had made the opposite prediction based on the comparative size of the companies' advertising budgets. Though Henry Ford and the automotive industry initially denounced Cheskin's opinion, Ford subsequently included Cheskin in the Ford Falcon project after his forecast proved correct. While the Falcon project had progressed too far to make use of his research results, his new insights were incorporated into the Ford Mustang, one of Ford’s most successful cars. Cheskin helped rigorously test the Mustang in experiential prototypes.

Based on the success of the Mustang, in 1960 Ford brought Cheskin in to research and develop the Lincoln Continental, the country’s first modernist 'luxury' car. Using his research techniques, Cheskin recommended a radically different advertising approach with the Continental's launch. He created the first magazine designed to sell a product for exclusive distribution through country clubs. Driving events at country clubs were also promoted. Initially, this approach relied almost exclusively on word of mouth and represented an early use of guerrilla marketing.

Cheskin viewed these innovations as part of the process; natural extensions of his understanding of customer experience. In his view, there were no meaningful distinctions between advertising, price, packaging, product use, or the brand promotion. He approached these as an integrated whole.

Ford’s close involvement with Cheskin in their product development was also unusual for the times.