For those of you who haven’t heard about Ford’s “really really different” upcoming launch for its 2011 Ford Explorer, you might be surprised to hear that it won’t involve booth models and smoke machines at an auto show.  Instead, Ford’s decided to simultaneously launch its new Explorer on the model’s Facebook page and in NYC’s Harold Square, with “Dirty Jobs” host and Ford spokesperson Mike Rowe on July 26th.  On the release date, multiple videos will be posted on the Facebook page that will resemble the traditional auto show “walkaround” people are used to.

The Facebook page allows for users to “Like” different Ford Explorer features, like “Green” and “Quality” from the All Access tab, as well as enter to win the new model on the day its released.  There are also a variety of videos posted already that talk about the new safety features and ways the company was able to camouflage the new model before its launch.

You may be asking yourself, “so what?”  Well here’s why this is important.  The Detroit automakers have always been known to be behemoths when it comes to anything different; they’re slow moving, they grumble, and they whine.  The recession was the first time in a while that automakers had to drastically change their business practices in order to stay profitable (Ford was the only one of the Detroit automakers not to accept bailout money, fun fact).  This isn’t to say that they hadn’t been losing money for a while…  Still, though, by releasing their new model in a) a public place, and b) on Facebook, Ford is saying that they’re ready to do what’s necessary and that they understand where the key demographic of 18-30 year olds hang out- ONLINE.  As a company, Ford has always been a vehicle for change.  In many cases, the other car companies end up following in Ford’s footsteps, whether its creating a hybrid SUV or discounting the “ol’ faithful” auto show as the place to release new models.

Consider yourselves warned- if the auto industry is considering social media a key component of their marketing strategy, then everyone should be by now.

Ford Explorer Facebook Page

Mashable: “Ford to Unveil 2011 Explorer on Facebook“