Ford rolls out new ad campaign amid industry-wide uncertainty
Ford On Wednesday, the company has published a new advertising campaign in which the company says it would refer to as a “basic change” in its branding strategy, and comes with the great uncertainty of the car industry.
The new strategy of the automobile manufacturer titled “Ready, Set, Ford” goes beyond the first advertising and focuses on people who buy their cars instead. It contains four basic promises: talent, passion, community and trust.
Companies are facing an important intersection in relation to a general consumer withdrawal of President Donald Trump’s tariffs and expenditures. Despite the uncertainty about various sectoral tariffs, Trump’s automobile tariffs remained more or less unchanged. 25 % tariff fee Imported cars and automobile parts.
Ford Head Marketing Officer Lisa Materazzo said that the timing was deliberate.
“The automobile industry is in the midst of historical disruptions. We are lucky that Ford has an incredible history of 122 years,” he said. “Therefore, we felt that there was no better time to double our loyalty to our brand and consumers.”
Materrazzo said that the company conducted a comprehensive research before its release and found a common uncertainty and anxiety theme from consumers due to a number of factors, including political climate and economy.
“Another thing we find is looking for brands that help consumers are surprisingly optimistic and flexible, especially when they feel strengthened and help them go to this uncertainty.” He said.
Ford has a length champion Most American roots and “American car manufacturers” announced. He said that this identity is now very important for the brand of the automobile manufacturer, and the tariffs are building on the “America for America” campaign, which offers working pricing to all consumers shortly after being announced at the beginning.
Materrazzo said that the new strategy was using Ford’s iconic brand and that the car company entered a new era at the same time. Within the scope of the new campaign, Ford will unite all its global brands for the first time and allow the company to “represent ourselves very consistently worldwide”.
“According to the first quarter of 2026, all our global markets ‘ready, set, Ford’ will be on the market.” He said. “The majority of these will do this until the 4th quarter of this year.”
The first presentation of the advertisement, automobile manufacturer Super Bowl for advertisements for the NFL season, one of the biggest money manufacturers of the NFL season, this week’s Thursday night starts with a football match.
During the Covid pandemi, the automobile industry withdrew significantly to advertising and marketing budgets because it dealt with supply chain problems. Many car manufacturers, vehicle inventory levels returned to normal levels last year, the NFL season returned to advertisements.
Even if the macro pointed to the uncertainty, Materrazzo said he focused on surrendering the company’s legacy and continuing to invest in his brand.
“The industry is currently in the middle of a transition. I don’t think all brands will survive, but I think there will be those who do not only survive, but also those who realize that one of the most valuable assets is the brand of one of the most valuable assets.” He said. “And if you don’t invest in your brand, you’re really disadvantageous in the long run.”
