Ford's Advertising Team: Focus on Drivers and Lifestyles Instead of Cars | Carscoops

      'Ready Set Ford' marks the Blue Oval's first new global campaign in over 15 years.

      Ford has introduced a new global advertising initiative that shifts its focus away from its well-known nameplates.

      This marketing effort highlights niche products and motorsports that appeal to enthusiasts.

      The campaign identifies specific customer lifestyles that Ford claims will influence its future strategy.

      According to Ford, its customers, rather than its vehicle models, are the main focus behind this first new global advertising campaign in over 15 years. The company aims for this effort to help navigate the challenges in the auto industry, which include significant tariff-related expenses and emerging competitors.

      Titled 'Ready, Set, Ford', the revised advertising strategy moves away from merely promoting its best-selling models in hopes of boosting sales. Instead, it seeks to engage with the customers purchasing these vehicles, fostering relationships that may encourage repeat visits to Ford dealerships.

      Ford asserts it has recognized various distinct customer lifestyles that it can authentically support, which will guide its decisions on everything from vehicle designs to the purchasing process at dealerships. The term "lifestyle" may not resonate with everyone, especially those who prefer their advertisements filled with statistics rather than resembling content from travel magazines; those individuals might not find Ford's new campaigns appealing.

      A Brand Built on Foundations

      The four new marketing foundations for the Blue Oval are capability, passion, community, and trust. The company aims to discuss trucks that function as tools for enhancing productivity, as well as Broncos and Mustangs that provide driving enjoyment both on and off-road, while increasing its focus on motorsports to attract more fans.

      “Frequently, we’ve allowed our volume products to define the brand, overlooking our most capable and passionate offerings for enthusiasts,” Ford explains. “Moving forward, we will emphasize our strongest products.”

      Moreover, the advertisements may showcase charitable initiatives and community programs, while reinforcing Ford's longstanding reputation and trustworthiness, which could play a crucial role in retaining customers who might consider switching to a Chinese EV in the coming years.

      “The industry is currently undergoing a transition,” Ford's Chief Marketing Officer Lisa Materazzo stated to CNBC. “I don’t believe all brands will endure, but those that not only survive but flourish will be the ones that recognize the value of their brand. Failing to invest in your brand puts your business at a significant long-term disadvantage.”

      Indicators of a Change

      Leading up to the launch of Ready, Set, Ford, the automaker removed all content from its Instagram account. This decision followed the rebranding of Ford Performance to Ford Racing, a change that seems to be just one aspect of a broader transformation.