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Ford
on Wednesday rolled out a new advertising campaign that the company said will mark a “fundamental shift” in its branding strategy — and comes as the auto industry deals with major uncertainty.
The automaker’s new strategy, titled “Ready, Set, Ford,” goes beyond vehicle-first advertising, Ford said, and instead focuses on the people who buy its cars. It involves four fundamental promises: capability, passion, community and trust.
The auto industry is facing a crucial crossroads as companies deal with President Donald Trump’s tariffs and an overall consumer pullback in spending. Despite uncertainty with various sectoral tariffs, Trump’s auto tariffs have remained more or less unchanged, with a 25% tariff charge on imported cars and auto parts.
