There were two teams. Each had a quick visit to Ford's Dagenham plant to see the small car they'd be creating a campaign for, then it was off to pick a market to target, followed by a slogan, a name for their car and the concept for the car ad.
"Launching a new car is very tough", Lord Sugar warned the groups. You're telling me. It's a cut-throat market out there for carmakers, and we, the customers, are picky. Rightly so: whether you're doing monthly finance payments
or buying a car outright, it's a bloody expensive and stressful purchase, especially if you're not a born-and-bred petrol-head, which is most of us. How do you ensure you're not ripped off? Whose advert do you believe? Is what you're test-driving really the safest, or most reliable, or most spacious, or most economical car you can get with your budget? Are new cars really that different from each other?