Ford Launches “Ready, Set, Ford” Campaign Amid Industry Challenges

Ford Motor Company unveiled its new advertising campaign, “Ready, Set, Ford,” on Wednesday, marking a significant shift in its branding approach. This initiative comes at a time when the auto industry faces considerable uncertainty, including challenges posed by tariffs and changing consumer spending habits.

The campaign emphasizes a move away from traditional vehicle-first advertising to a more people-centric approach. According to Ford, the strategy is built around four core promises: capability, passion, community, and trust. These elements aim to resonate with consumers, especially in light of recent economic fluctuations and a complex political climate.

Lisa Materazzo, Ford’s Chief Marketing Officer, highlighted the intentional timing of the campaign, stating, “The auto industry is in the midst of historic disruption. We are fortunate in the sense that Ford has an incredible 122-year history to leverage.” She noted that the current environment presents an opportunity for Ford to reaffirm its commitment to its brand and customers.

Extensive research conducted prior to the campaign revealed significant consumer anxiety stemming from various factors, including political developments and economic uncertainties. Materazzo emphasized that despite these challenges, consumers exhibit a surprising level of optimism and resilience. Many are looking for brands that can help them navigate through these turbulent times.

Ford’s identity as the “most American automaker” plays a crucial role in the campaign. This identity builds on the company’s “America for America” initiative, which provided employee pricing to consumers shortly after tariffs were announced. Materazzo explained that the new strategy aims to unify Ford’s global branding for the first time in decades, allowing the company to present a consistent image worldwide.

By Q1 2026, all of Ford’s global markets are expected to adopt the “Ready, Set, Ford” campaign, with the majority launching by Q4 2023. The campaign’s initial rollout coincides with the NFL season, leveraging the high viewership of Thursday Night Football, a lucrative advertising opportunity leading up to the Super Bowl.

During the Covid pandemic, the auto industry significantly reduced its advertising budgets as companies struggled with supply chain issues and vehicle shortages. As inventory levels return to normal, many automakers, including Ford, have resumed advertising during the NFL season.

Despite the ongoing uncertainty in the market, Materazzo remains optimistic about Ford’s future. She stated, “The industry is in the middle of a transition right now. I don’t think all brands will survive, but I think those that not just survive, but thrive, will be the ones who recognize that one of their most valuable assets is their brand.” She emphasized the importance of continued investment in brand identity to ensure long-term success.

As Ford embarks on this new chapter, the company’s commitment to its customers and its legacy remains at the forefront, aiming to navigate the complexities of the current automotive landscape.