Ford has launched Ready Set Ford, its first new global campaign in more than 15 years, as the automaker looks to redefine its identity in an industry undergoing rapid transformation.
The launch comes at a pivotal moment for the auto giant, with intensifying competition, rapid advances in technology, and shifting consumer expectations reshaping the industry.
Lisa Materazzo, Ford’s global chief marketing officer, described the campaign as “a catalyst designed to help our customers reach their full potential and feel ready for anything.”
Materazzo said the campaign marks a new chapter for Ford, one rooted in its 122-year history of “grit, optimism, and resilience” but aimed squarely at modern customer needs.
While competitors chase utility, Ford is doubling down on what it calls “passion vehicles”, from race cars and Bronco SUVs to Raptors and fleet software, that celebrate capability and human achievement.
“Not every brand is going to survive the next decade,” Materazzo wrote. “But Ford has always shown up for our customers and communities, and Ready Set Ford is our public commitment to do that with even greater energy and excitement.”
The campaign centers on four values Ford says will now define every aspect of the business: capability, passion, community, and trust.
Capability is about delivering vehicles and technology that make customers “ready for anything.” Passion is tied to supporting lifestyles and pursuits, from Mustang canyon drives to off-road adventures, and to expanding motorsports investment.
Community is expressed through philanthropic programs such as Ford Philanthropy and new dealer-led initiatives like Ford Building Together. Trust, Materazzo said, comes from Ford’s legacy of integrity and transparency, pointing to 2008 when the company refused a government bailout.
One of the biggest changes announced is a pivot from focusing on individual nameplates to emphasising the lifestyles Ford enables. These lifestyle segments will guide product design, marketing, and retail experience moving forward. At the same time, Ford plans to highlight its most aspirational offerings rather than hiding them away for enthusiasts.
The Ready Set Ford platform is the outward expression of years of internal transformation. “We believe people are more capable than they think — they just need a spark. Ford is here to be that spark,” Materazzo said.
The campaign will roll out globally across advertising, digital and dealer networks.
