Ford Motor Company: Understanding the history and legacy of automakers
From groundbreaking assembly line innovations to iconic cars like the Model T, Mustang and F-150, we explore the rich history of the Ford Motor Company.
- The new campaign aims to convey the world of Ford from product-first to a human-first company that emphasizes the Ford aspect beyond vehicles.
- Ford is the first in the US to launch “Ready, Set, Ford” in the US, with the majority of other markets getting it by the fourth quarter, and to start live worldwide by the first quarter of 2026.
For the first time since 2012, Ford Motor Co. will launch a new global brand marketing campaign aimed at not only promoting vehicles, but also showing the world how Ford will first place its community and customers as a company.
Campaigns called “Ready, Set, Ford”,“It launched in the US on September 10th and had a 60-second spot called “Anthem” on television and elsewhere.
The spot features a series of action shots, including men running as quickly as possible, cutting into a Ford Mustang Gray Scar to speed up the track and cutting into a Ford F-150 pickup.
Spot ends with an announcer who once said, ‘You think you can’t do it, do you think you’re right?’ “Then word: ready, Set, Ford appears.
“Someone” who said that line was Henry Ford, founder of a Dearborn, Michigan-based automaker about 122 years ago.
https://www.youtube.com/watch?v=7qxmxxy8v18
Lisa Mateazzo, Ford’s global chief marketing director, told the Detroit Free Press, part of the USA Today network, that the campaign is more than just an advertising. It aims to convey the world of product-first to human-first companies, highlighting the aspects of Ford beyond the vehicle and showing how Ford fits into a variety of lifestyles.
Anthem Spot will launch a campaign with the goal of telling them something new is happening at Ford, Matezo said.
“What we want to do is focus on consumers. Rather than making a declarative statement about Ford, we want to talk more directly about the roles consumers and the roles they can play in their lives,” Mattezzo said. “We’re “ready, set, ford” is an invitation, it’s a little catalyst, a little catalyst to give consumers the stimulation and inspiration they need to tackle what’s at the forefront. ”
Show Ford features to customers
Materazzo said Ford first launched “Ready, Set, Ford” in the US, with most of the other markets winning it by the fourth quarter and will be live worldwide by the first quarter of 2026.
After the launch of Anthem Ad, Ford will begin to give a more specific message in October than to talk to certain audiences about Ford’s products, services and experiences.
For example, Ford may run target spots that promote the functionality of the SUV by introducing goat mode in an ad. Goat mode goes through all types of terrain. This is a system of Ford Bronco and Bronco sports vehicles that allow drivers to use the dial to select different terrain modes to adjust the powertrain, handling and steering for those conditions.
“The other thing that actually comes from the pro power onboard,” said Mattezzo. “This will power the work site and enhance the electronics and accessories you may have while camping. All of this speaks directly to your capabilities.”
She said these are “proof points” of Ford’s core missions that show how they show up for consumers and how to help them with the lifestyle they pursue.
Ford’s biggest campaign this year
Materazzo said the company’s last global campaign in 2012 was called “Go Fored.” Ford wanted to call it “ready, set, ford.” Because it’s an invitation or “catalyst” that encourages consumers to “work on what’s ahead.”
Ford has not revealed how much he is spending on his marketing campaign, but Materazzo said it was the biggest marketing initiative and campaign of the year. Earlier this year, the “America, From America, For America” advertising campaign was successful, which encourages employee pricing on most vehicles.
The timing of the rollout was correct, Mattezzo said. The industry is facing President Donald Trump’s tariffs on imported cars and parts — Ford said the net tariffs cost this year would be around $2 billion.
“This disruption and uncertainty in the market can last a little longer, and it’s the perfect time to talk to consumers about its sharp focus and positioning in the market and make it very clear what we represent,” Mattezzo said. “The optimism and resilience that is in our DNA and embedded in this campaign is really important to communicate and in fact we haven’t been consistently leveraged in previous ads.”
Bring all the Fords
Beyond television and digital advertising, Materazzo said Ford will expand its brand strategy internally, with every part of Ford becoming part of the strategy.
“There are some of that, a marketing campaign, but as an example, we’re working with Ford Charitable to realize these core equity in the work they’re doing. “This is an example of how it’s embedded within an organization. There are multiple areas that you’ll see other representations of this as this matures internally.”
As reported by the Detroit Free Press, Ford Philantropy launched the Ford Building together on June 17th. This is a new program aimed at better unifying Ford’s corporate leaders, Ford employees, Ford dealers and nonprofit groups as they respond to the crisis. The idea is for them to work together, share the same vision and make the response more effective.
What it means for consumers
Materazzo said the purpose of brand messaging is to showcase Ford’s products, services and a range of unfamiliar experiences.
“So, whether you’re an existing consumer or someone who doesn’t have a Ford on the radar screen, what we want is that they see this message, pique their curiosity and delve a little deeper into understanding us. It’s not just the product. It’s our service and experience,” Mattezzo said. “We have a lot of fairness and certainly a lot of history. We may not understand the breadth and depth of what we offer, but we have consumers.”
For example, in addition to offering Bronco SUVs, Ford also offers Bronco Off-Roadeo. There, people can take Bronco off-road and get guidance from the best drivers on how to drive off-road. Ford has something similar to on-road and track racing at the Mustangs, she said. Ford offers pickup and delivery services through dealers to use the vehicle when and where it wants it.
These are the types of messages Ford wants to promote in the future through this branding. It shows that consumers will show more than cars.
Jamie L. Larrow is a senior Autos writer covering Ford Motor Company for the Detroit Free Press. Please contact Jamie at jlareau@freepress.com. Follow her on Twitter @Jarouan. Sign up for our car newsletter. Become a subscriber.
