On Wednesday, Ford unveiled a groundbreaking advertising campaign that signifies a major transformation in its branding strategy. This initiative comes at a time when the auto industry is grappling with significant uncertainty, making the timing crucial for the automaker.
The newly launched campaign, titled Ready, Set, Ford, shifts the focus from traditional vehicle-first advertising to emphasizing the people who purchase Ford vehicles. This innovative approach is built on four key promises: capability, passion, community, and trust. By centering its messaging around these core values, Ford aims to foster a deeper connection with its customers.
As the auto industry faces a pivotal moment, manufacturers are contending with various challenges, including President Donald Trump’s tariffs and an overall decline in consumer spending. Although tariffs on imported cars and auto parts remain largely stable at 25%, the uncertainty surrounding the economic landscape has prompted Ford to take action.
According to Ford's Chief Marketing Officer, Lisa Materazzo, the timing of this campaign is deliberate. “The auto industry is in the midst of historic disruption,” she stated. “We are fortunate in the sense that Ford has an incredible 122-year history to leverage. There’s no better time to double down on our commitment to our brand and our consumers than now.”
In preparation for the campaign launch, Ford conducted extensive research that revealed a common sentiment of uncertainty and anxiety among consumers, influenced by the current political climate and economic conditions. However, Materazzo noted an unexpected finding: consumers are also resilient and optimistic when they feel empowered. “They are seeking brands that help them navigate this uncertainty,” she explained.
Ford has long celebrated its American roots, asserting itself as the "most American automaker." This identity is now integral to the company's branding, building on its previous America for America campaign, which offered employee pricing to all consumers shortly after tariffs were introduced. Materazzo emphasized that this new strategy aims to leverage Ford's iconic brand while signaling a new era for the company.
For the first time in decades, Ford’s new campaign will unify all of its global brands under the Ready, Set, Ford initiative. “This will allow us to represent ourselves very consistently around the globe,” Materazzo added. By the first quarter of 2026, all global markets will be actively participating in the campaign, with the majority expected to launch by the fourth quarter of this year.
The first wave of advertisements will coincide with this week’s Thursday Night Football game, strategically aligning Ford with the NFL season, which is known for being a lucrative period for advertisements leading up to the Super Bowl. Following a significant pullback in advertising budgets during the Covid pandemic, many automakers, including Ford, are now resuming substantial marketing efforts as vehicle inventory levels stabilize.
Despite the ongoing macroeconomic uncertainty, Materazzo expressed Ford's commitment to delivering on its legacy and investing in its brand. “The industry is in the middle of a transition right now. I don't think all brands will survive, but those that not only survive but thrive will be the ones who recognize that one of their most valuable assets is their brand,” she stated. “If you don’t invest in your brand, you’re really disadvantaging your business for the long term.”
