Ford recently launched a new ad campaign called “Ready, Set, Ford.” This marks a shift in how the company connects with its customers, moving from just selling cars to focusing on the people behind the wheel. The campaign emphasizes four key themes: capability, passion, community, and trust.
Ford is entering this new chapter at a time when the auto industry faces major challenges. Tariffs introduced during President Trump’s administration still loom large, with a significant 25% tariff on imported vehicles and parts. Amid this uncertainty, Ford Chief Marketing Officer Lisa Materazzo emphasizes that the timing of their new strategy is deliberate.
“The automotive sector is experiencing historic change,” she explained. “Ford has a rich 122-year history that we can draw from. There’s no better moment to reaffirm our commitment to our brand and our customers.”
Recent research shows that many consumers feel anxious about the current political and economic climate. However, there’s also a surprising thread of optimism. Many people are looking for brands that help them navigate these uncertain times. Materazzo noted, “Customers are resilient, especially when they feel empowered.”
Ford has long prided itself on being the “most American automaker.” This identity is critical to their branding, especially as they build on their previous “America for America” campaign, which offered employee pricing to all consumers in light of the tariff announcements.
This new strategy aims to unify Ford’s global brands like never before. By the first quarter of 2026, the “Ready, Set, Ford” campaign will be launched worldwide. The first ads will air during popular events like Thursday Night Football, which is a prime time for advertising, especially leading up to the Super Bowl.
The pandemic forced many auto companies to cut back on advertising due to supply chain issues. Now that inventory levels are stabilizing, many automakers are jumping back into marketing, particularly during high-profile sports seasons.
As the market continues to evolve, Materazzo remains focused on Ford’s legacy and brand investment. “The industry is transitioning. Not all brands will survive, but those that thrive will recognize their brand as a crucial asset,” she said.
This perspective reflects a broader trend in business today. Companies that prioritize building strong brands, even in tough times, tend to outperform those that don’t. As Ford navigates this transitional phase, it aims to not just survive but flourish by deepening its connection with customers.
In a recent survey by McKinsey, over 70% of consumers expressed interest in brands that take a strong stance on social issues, showing that today’s buyers are seeking authenticity and connection. Ford’s efforts to engage with community values may resonate well with this desire for greater brand involvement.
By focusing on customer needs and redefining its approach, Ford hopes to lead in an ever-changing auto industry. For more insights on the economic impacts of tariffs, you can check the official report here.
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