Ford on Wednesday launched “Ready, Set, Ford,” a global advertising campaign marking what the company calls a fundamental shift in its branding strategy, according to CNBC. The initiative moves beyond vehicle-first messaging to focus on four promises—capability, passion, community and trust—as the auto industry navigates tariff pressures and a consumer pullback. Chief Marketing Officer Lisa Materazzo said Ford undertook extensive research that showed consumers feel anxious but optimistic, seeking brands that empower them. Ford is emphasizing its identity as the “most American automaker,” building on its “America for America” campaign that extended employee pricing to all consumers after tariffs were announced. The rollout begins with ads during Thursday Night Football and will expand globally by the first quarter of 2026.
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