Financial Services Industry
Industry: Email Alert RSS FeedWho's afraid of the General Motors card? (Citicorp and Ford Motor Co. introduce new credit card) (Brief Article)
ABA Banking Journal, April, 1993
Citicorp and Ford have high hopes of outdoing the General Motors credit card with their new similar card. This is an ambitious goal--on March 1, GM had 3.4 million holders of the card it introduced Sept. 10.
Citi and Ford are sending direct mail solicitations to Citi's 30 million existing cardholders and to Ford car owners and potential car owners. They are running television, radio, and newspaper advertisements created by J. Walter Thompson, Chicago, through July. Citi and Ford have put card applications in 5,000 dealerships and promotional material in the window of every new car, van, and light truck from Ford and Lincoln-Mercury.
The marketing theme is "It's a Better Idea." According to Citi, the Ford card is better than the GM card because the...
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