Ford Deletes Digital Ad Suggesting Their Cars Are Aimed Not Driven

Auto manufacturer Ford has deleted a European online promotion following a complaint from the West Midlands Cycling and Walking Commissioner Adam Tranter.

Agreeing that the advert could be “misinterpreted,” Ford told Tranter that it had removed the advert “immediately” and will be “working closely with our colleagues to ensure this is avoided in the future.”

Regarding the company’s Focus ST-Line of cars the advert stated “You don’t drive it, you aim it.”

Posting on Twitter, Tranter—owner of a PR company—asserted that “Ford may have set a new low in openly marketing their cars as weapons.”

Responding to Tranter, Ford said that “nothing is more important to us than the safety of all road users.”

Last month, Ford Europe president Stuart Rowley said the world would be a better place if more people gave up driving to walk or cycle instead.

This was as “probably the last thing many people would expect from an auto maker,” admitted Rowley, launching a “park the car” campaign.

“Driving responsibly is no longer just about safety,” he said.