Ford unveiled a new advertising campaign, “Ready, Set, Ford,” on Wednesday, marking what the company calls a “fundamental shift” in its branding strategy.

The campaign moves beyond vehicle-focused marketing to highlight the people who buy Ford vehicles, emphasizing four core promises: capability, passion, community, and trust.

The rollout comes as the auto industry faces uncertainty from tariffs and a slowdown in consumer spending, making brand loyalty and consistency increasingly important.

Ford plans to unify all of its global brands under the campaign, with most markets adopting it by the end of 2025 and all markets by Q1 2026, beginning with a debut during Thursday Night Football, CNBC has reported.

Chief Marketing Officer Lisa Materazzo said the strategy leverages Ford’s 122-year history and “American roots” while responding to consumer anxiety and optimism, reinforcing the importance of investing in the brand for long-term success.