Ford ignites new era with ‘Ready Set Ford’; first global campaign in 15 years

United States – Ford Motor Company has introduced Ready Set Ford™, its first new global campaign in more than 15 years, signalling a bold new era for the brand and a renewed commitment to customers worldwide. 

The Ready Set Ford campaign is designed to spark confidence and help people feel ready for anything, building on Ford’s 122-year history of grit, optimism, and resilience while setting the stage for the future of mobility.

Ford is aligning its entire business around four fundamental promises to every customer: capability, passion, community, and trust. 

The campaign also represents a strategic shift from leading with product nameplates to focusing on customer lifestyles. 

Central to the campaign theme, the company is placing greater emphasis on showcasing its most distinctive and aspirational products and services, ensuring they become central to how the brand is experienced globally. 

This includes incorporating leadership in motorsports and Ford Pro into its communications, highlighting the strength of its most capable offerings.

Ready Set Ford represents the first external expression of a transformation that has been years in the making. 

Lisa Materazzo, global chief marketing officer at Ford Motor Company, said the campaign is intended to reignite excitement and strengthen bonds with customers everywhere. 

“We believe people are more capable than they think—they just need a spark. Ford is here to be that spark,” Materazzo affirmed.