From a product-firm approach to a customer-first. That is the transformation that Ford is carrying out in order to modernize and revitalize its brand in an increasingly competitive and changing sector. After a several -year process, the car presents its new platform “Ready Set Ford” (prepared, ready, Ford), which constitutes and reflects a change in the company’s strategy.

It materializes in a homonym campaign, the first with a global character in 15 years, which has been devised by the Wieden+Kennedy agency, with which it has been working since 2018. With the campaign, Ford seeks to transfer consumers that their vehicles are suitable for them, regardless of their lifestyle. Automobile wants to strengthen its commitment to the public and show that its capacity, passion and innovation are at the height of those of users.

Thus, the first announcement of “Ready Set Frod” presents the different ranges of brand vehicles as everyday facilitators and enabling, but great feats, such as competing to the highest level or enjoying a good adventure. It is expressed in a very dynamic, almost epic piece, which give prominence to drivers and their lifestyles above cars.

As Lisa Materazzo, Global Chief Marketing Officer of Ford Motor Company has pointed out, in a statement, the platform is a reaffirmation in the historical commitment of the company to improve people’s lives and empower them. But also the beginning of a new chapter in the Ford brand in order to stay relevant in the market.

“‘Read Set Ford’ is more than a slogan. It is a catalyst designed to help our clients achieve their maximum potential and feel prepared for anything“He commented.”Ford renews its commitment to exciting vehicles that enhance human capacity”

In addition, it shares that the company has carried out three great strategic decisions to modernize the brand, based on listening to customers and their needs and challenges. The first is the alignment of the entire company around the fundamental promises it makes to customers: capacity, passion, community and trust.

The second is a change of approach, to lead with its brands to lead with the lifestyles of the customers it serves. It claims to have identified distinctive life styles that you can support in a credible and unique way, and will be the ones that guide decisions throughout the company, from the design of the product to the purchase experience.

Finally, the company will focus on showing the most exciting and distinctive products, services and experiences with the intention of reconstructing the aspiration and enthusiasm for Ford. “Too often, we have let our volume offer define the brand and have reserved our most powerful and exciting products for “informed” enthusiasts“Materazzo explained.”From now on, we will rely on the best of ourselves, highlighting how our most exciting and capable products serve our customers”

This implies giving greater prominence in its communication, as reflected in this campaign, to ranges like Ford Pro, its professional line; or its most sporty lines. The latter responds to the company’s plans to return to Formula 1 competitions in 2026.

As part of the revitalization process, Ford has also endowed the platform for its own visual and aesthetic codes. Thus, it is committed to new sources and typefaces, more forceful and striking, and for a more modern color palette, with electric blue as a great protagonist. It maintains, however, its emblematic logo.

The campaign has already been activated in the United States with executions on television, social networks, digital platforms, and external advertising. It will expand to the rest of the markets in which the company operates in the remainder of the year.