On the Dash:
- Ford launched Ready Set Ford, its first global campaign in over 15 years, to modernize the brand and deepen customer connections.
- The company is restructuring around four core promises: Capability, Passion, Community, and Trust, to align its products and customer experience.
- Ford plans to shift focus from individual nameplates to customer lifestyles, while elevating its most distinctive vehicles, motorsports involvement, and services.
Ford Motor has unveiled Ready Set Ford, its first global campaign in more than 15 years, marking a new phase in the automaker’s effort to modernize its brand and deepen connections with customers.
The initiative comes as the auto industry undergoes rapid transformation, with shifting consumer preferences, heightened competition, and evolving technologies. Ford said the campaign will serve as a catalyst to showcase its most distinctive products and services while reaffirming its role as a community partner and innovator.
As part of the shift, Ford will align its entire organization around four core promises: Capability, Passion, Community, and Trust. The company said 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 emphasized through its motorsports presence and iconic models such as the Mustang and Bronco; Community will focus on philanthropic and dealer-led initiatives; and Trust will continue to be rooted in integrity and transparency.
The campaign also signals a marketing shift away from individual nameplates to customer lifestyles. Ford said this approach will guide everything from product development to retail experiences, ensuring that vehicles and services align more directly with consumer needs.
Additionally, the automaker plans to elevate its most distinctive products and experiences, moving beyond a reliance on high-volume offerings. This includes highlighting motorsports programs and Ford Pro, its commercial division, to reinforce brand aspiration and excitement.
Ready Set Ford is described as the external expression of a transformation years in the making, designed to inspire customers and reignite enthusiasm for the brand. The company said it expects the new direction to strengthen loyalty and define Ford for a new generation of drivers.
