Ford’s New Global Marketing Strategy
Ford is launching its first global marketing campaign in over 15 years, which focuses on customers rather than model names. The automaker hopes this strategy will help it overcome turbulence in the automotive industry caused by high tariff costs and the emergence of new competitors.
Changing the Advertising Approach
The new strategy, called “Ready, Set, Ford,” moves away from the traditional emphasis on popular models. Instead, it aims to create an emotional connection with buyers, which can ensure their loyalty and repeat visits to dealers.
Focus on Customer Lifestyles
Ford claims to have identified several unique customer lifestyles it can support, which will influence the brand’s decisions regarding products and how to sell them. Although the term “lifestyle” might evoke skepticism, the company is confident that this approach will help it remain relevant.
Four Brand Pillars
The new marketing strategy is built on four pillars: capability, passion, community, and trust. Ford plans to emphasize the practicality of its trucks, the emotions of driving the Bronco and Mustang, and engage more actively in motorsport to expand its audience.
“Too often, we have let our mass offerings define the brand and left our most capable and passionate products for enthusiasts. In the future, we will emphasize the best.”
Social Responsibility and Trust
In addition to products, the new campaign may highlight philanthropic initiatives and community programs, as well as emphasize trust in the Ford brand. This could be a key factor in retaining customers considering a switch to Chinese electric vehicles.
“The industry is currently in a state of transition. I don’t think all brands will survive, but those who not only survive but thrive will be the ones who realize that one of their most valuable assets is their brand. And if you don’t invest in your brand, you are putting your business model at a disadvantage in the long term.”
Signs of Change
Prior to the launch of the “Ready, Set, Ford” campaign, the company deleted all its content on Instagram. This step was part of broader changes, including the rebranding of Ford Performance to Ford Racing.
This strategy could be an important step for Ford in the context of growing competition and changing consumer demand. The emphasis on emotional connection and trust could help the brand not only retain but also expand its audience, especially among young buyers who value authenticity and social responsibility. Furthermore, increased attention to motorsport and niche products could ensure additional engagement from enthusiasts, who are often the most influential brand advocates.