Ford Motor Co. is introducing its first-ever new global campaign in over 15 years. Here, the theme of the campaign is “Ready Set Ford.” It was created by Wieden+Kennedy and features the voiceover of longtime Ford spokesperson Bryan Cranston.
Ford CMO Lisa Materazzo said, “The effort is more than a new tagline, an evolution, not a revolution. It's not about changing who we are; it's about sharpening our focus and reorienting our business around two things: our core strengths and how we leverage those core strengths to the benefit of our audience. But it's important to note that it's not just how we show up in the form of products; it's everything that we do. It's products, services, and experiences.”
Lisa Materazzo added “The first thing it can do is, it can change consumer perceptions, it can build trust and advocacy with consumers and it also can contribute immensely to total shareholder return, our vision is to lead for the next 100 years, and in order to do that, we want to put our customers first, and that's what we're doubling down on.”
Similar campaigns will be conducted in the majority of Ford’s regions across the globe by the end of the year, with the final markets added in early 2026, she says.
Ford has been struggling with a string of product recalls lately, and Materazzo says while the campaign doesn’t directly address quality, it does emphasize that Ford is there for all its customers.
According to coherent market insights, the Automotive Interior Component Market is expected to grow at a CAGR of 6.7% during 2025 to 2032. Currently, the market is at USD 17.69 billion in 2025 and is expected to be around USD 276.81 billion by 2032. The market has been witnessing steady growth on account of increasing vehicle production across the world. Further, rising spend on in-vehicle entertainment and comfort features by OEMs is also propelling the demand.
The company is moving beyond a "vehicle-first" mindset to focus on the emotional lifestyles it serves. The new strategy will reflect how distinctive products and services enable customers' adventures, thrills, and ambitions, rather than just what Ford makes.
The three different lifestyles include: doers and creators, boundary-pushers craving speed and performance, and explorers drawn to discovery. And the campaign aligns around four promises: capability, passion, community as well as trust.
The fast-paced 60-second anthem spot shows a variety of Ford vehicles in several different scenarios, including on the racetrack, a work truck being used to herd a cow, and as a way to escape across formidable terrain on an off-road adventure.
Ford’s luxury division, Lincoln, is also going through a similar exercise where they're reevaluating their brand and looking at how they're expressing it to an external audience, she says, but declined to offer any further details.
Source:
Blog: Media Post
Company: Ford Motor Co.
