Ford rolls out new ad campaign amid industry-wide uncertainty

Group 1: Company Strategy - Ford has launched a new advertising campaign titled "Ready, Set, Ford," marking a fundamental shift in its branding strategy to focus on consumers rather than just vehicles [1] - The new strategy is built on four core promises: capability, passion, community, and trust [1] - Extensive research revealed that consumers are experiencing uncertainty and anxiety due to various factors, including the political climate and economic conditions [3] Group 2: Industry Context - The auto industry is currently facing significant challenges, including President Trump's tariffs, which impose a 25% charge on imported cars and auto parts [2] - Despite the uncertainty in the sector, Ford's Chief Marketing Officer indicated that the timing of the new campaign is intentional, aiming to address consumer concerns [2] - Research also indicated that consumers are optimistic and resilient when they feel empowered, seeking brands that can help them navigate current uncertainties [4]