Ford Motor has introduced Ready Set Ford, its first global campaign in more than 15 years, aimed at modernizing the brand and strengthening its connection with customers.
The launch comes at a time of rapid industry transformation, with evolving technologies, shifting consumer preferences, and intensifying competition. Ford said the initiative will showcase its most distinctive products and services while reaffirming its position as an innovator and community partner.
Jim Farley | X
At the core of the campaign are four brand promises- Capability, Passion, Community, and Trust. Capability will continue to drive Ford’s vehicles and technologies, Passion will highlight its motorsports heritage and iconic models such as the Mustang and Bronco, Community will focus on philanthropic efforts and dealer initiatives, and Trust will emphasize transparency and integrity.
The strategy reflects a broader shift in marketing focus from individual vehicle nameplates to customer lifestyles. Ford said this approach will influence product development, retail experiences, and brand messaging to better align with consumer expectations.
The automaker also plans to spotlight its most distinctive products and experiences, such as its motorsports programs and Ford Pro, the company’s commercial division, moving away from reliance on high-volume offerings.
Described as the external expression of an internal transformation years in progress, Ready Set Ford is designed to inspire customers, reignite enthusiasm, and strengthen brand loyalty as Ford looks to define its identity for a new generation of drivers.
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