Ford Motor Company is rolling out a new ad campaign in the U.S., which was first shown to 3,000 of its dealers at a meeting in Las Vegas. The meeting also included views of a upcoming products and a look at the company’s restructuring plan.
Dubbed ‘Built Ford Proud’ the new ad campaign is effectively a spin on the legendary ‘Built Ford Tough’ campaign the company has utilized for its truck lineup for an extended period of time. Ford says this more holistic tagline befits the brand better and sends a more confident message to potential customers.
The new ads come just as Ford is facing some significant challenges. The company’s bonds are just above junk status and its plans to wipe out nearly its entire passenger car lineup have raised numerous eyebrows as to whether it is a smart move or not.
This week’s dealership meeting was intended to restore confidence with those at the front lines of the company. Dealerships were shown the 2020 Explorer and redesigned Escape. Attendees also got their first glimpse at an upcoming electric performance utility vehicle and a hands-on look at the 2019 Ranger pickup.
The new ads, developed by Widen + Kennedy, are intended to restore consumer confidence in the brand before its slew of new products (mentioned above) begin to launch next year.