Introducing: Ready Set Ford

It's no secret that our industry is in the middle of a historic transformation. Dynamic competition, new technologies, and ever-shifting consumer preferences are just a few of the challenges we're facing. Not every brand is going to survive the next decade and meet the evolved needs of today's customers.

For 122 years, Ford has always shown up for our customers and communities with a unique blend of grit, optimism, and resilience, consistently keeping an eye on the future. It's a history defined by our commitment to serving others, improving and empowering lives.

Today, we're doubling down on that with Ready Set Ford™, our first new global campaign in over 15 years.

Ready Set Ford is more than a tagline. It's a catalyst designed to help our customers reach their full potential and feel ready for anything. It's our public commitment to you that our capability, our passion, and our innovation will match your own. And it's a signal of a new chapter for Ford, one filled with energy and excitement.

While the auto industry is increasingly defined by sameness and making cars that just get us from point A to B, Ford is re-committing to passion vehicles that bring out the best in human capability. Capability is what unites everything we build - from race cars to Bronco® SUVs to Raptor® vehicles and Fleet Management Software.

We've been listening intently to our customers - to their needs and challenges. This has led us to make three big, strategic decisions to modernize and re-energize the Ford brand for a new era, and we're doing this by embracing our authentic strengths.

First, we are aligning our entire company around fundamental promises we make to every customer: Capability, Passion, Community, and Trust.

• We lead with Capability, giving our customers the tools they need to get the job done and be ready for anything through our vehicles and technology.
  
  
• Our vehicles allow our customers to pursue their Passions, whether that's a Bronco taking you on an off-road adventure or cruising down a canyon in your Mustang®. We are also deepening our investments in motorsports - both on track and off-road.
  
  
• We're deeply rooted in Community - showing up in the good times and bad. Our employees, dealers, and customers come together to drive philanthropic efforts and community programs worldwide, including through Ford Philanthropy and our newest initiative alongside our dealers, Ford Building Together.
  
  
• And we earn Trust as a family company guided by integrity and transparency. In 2008, we were the only OEM not to take the bailout; that was a clear demonstration of the lengths we will go to protect our people and our brand.

Second, we're making a fundamental shift from leading with our nameplates to leading with the customer lifestyles we serve. We've identified distinct lifestyles that Ford can credibly and uniquely support, and going forward, they will inform decisions throughout the company from product design to retail experience.

Lastly, we are committing to showcasing our most exciting and distinctive products, services, and experiences to rebuild aspiration and excitement for Ford. Too often, we've let our volume offerings define the brand and kept our most capable and passionate products for enthusiasts "in the know." Going forward, we'll lean into our best, including incorporating our leadership in motorsports and Ford Pro in our advertising, highlighting how our most passionate and capable products serve our customers.

We're bringing these shifts to life with the new platform Ready Set Ford, the first external marketing expression of a transformation that has been years in the making. We are incredibly excited about this new direction, and we are confident that it will deepen our connection with customers for generations to come.

We believe people are more capable than they think - they just need a spark. Ford is here to be that spark!

Lisa Materazzo is global chief marketing officer, Ford Motor Company.