After 15 Years: Ford Turns a New Page
Ford Motor has unveiled "Ready Set Ford," its first global campaign in more than 15 years.
This marks a new phase in the automaker’s efforts to modernize its brand and deepen its connection with customers.
The initiative comes at a time when the auto industry is undergoing rapid transformation, with shifts in consumer preferences, heightened competition, and technological developments.
Ford stated that the campaign will serve as a catalyst to showcase its most recognizable products and services, reports B92.
As part of the change, Ford will align its entire organization around four key promises: capability, passion, community, and trust, as these principles reflect both its history and its vision for the future.
Capability will remain central to Ford’s vehicles and technology. Passion will be highlighted through its presence in motorsport and models such as the Mustang and Bronco. Community will focus on philanthropic initiatives and dealer-led programs. Trust will continue to be rooted in integrity and transparency.
The campaign also signals a marketing shift from individual model names to customer lifestyles. Ford said this approach will guide everything—from product development to retail experience—ensuring that vehicles and services are more directly aligned with consumer needs.
In addition, the automaker plans to highlight its most iconic products and experiences, moving beyond reliance on high-volume sales offerings. This includes showcasing its motorsport programs and Ford Pro, the commercial division.
