We use cookies to understand how you use our site and to improve your experience.
This includes personalizing content and advertising.
By pressing "Accept All" or closing out of this banner, you consent to the use of all cookies and similar technologies and the sharing of information they collect with third parties.
You can reject marketing cookies by pressing "Deny Optional," but we still use essential, performance, and functional cookies.
In addition, whether you "Accept All," Deny Optional," click the X or otherwise continue to use the site, you accept our Privacy Policy and Terms of Service, revised from time to time.
You are being directed to ZacksTrade, a division of LBMZ Securities and licensed broker-dealer. ZacksTrade and Zacks.com are separate companies. The web link between the two companies is not a solicitation or offer to invest in a particular security or type of security. ZacksTrade does not endorse or adopt any particular investment strategy, any analyst opinion/rating/report or any approach to evaluating individual securities.
If you wish to go to ZacksTrade, click OK. If you do not, click Cancel.
Will Ford's New Global Campaign Strengthen Customer Trust?
Read MoreHide Full Article
Key Takeaways
Ford unveiled its "Ready, Set, Ford" campaign to highlight trust, community, passion and capability.
The campaign launches in the U.S. first, with global rollout expected by early 2026.
Ford faces $2B tariff costs this year and EV demand risks as tax credits end in 2025.
Ford Motor Company (F - Free Report) has unveiled a new global advertising campaign that extends beyond showcasing vehicles to highlight its intent of putting community and customers first. The campaign, called “Ready, Set, Ford,” focuses on four key commitments: capability, passion, community and trust. Per the Detroit Free Press, this marks a shift from a product-centered approach to a people-first philosophy to illustrate how Ford fits into diverse lifestyles.
Per Lisa Materazzo, Ford’s Global Chief Marketing Officer, the campaign will first launch in the United States before expanding to most markets by the fourth quarter. The full global rollout is expected in early 2026. Following the initial launch, Ford will introduce more targeted messages in October to engage specific audiences around its products, services and experiences that embody the company’s core values.
While the company did not disclose spending details, it indicated that this will be Ford’s largest marketing initiative of the year. It follows the earlier success of the “From America, For America” campaign, which highlighted employee pricing on most models.
The timing of the rollout is significant, as the auto industry faces rising costs from tariffs. Ford estimates a $2 billion net impact this year, alongside concerns about EV demand once federal tax credits expire on Sept. 30, 2025. F carries a Zacks Rank #3 (Hold) at present.
Ford's arch rival, General Motors Company (GM - Free Report) , expects gross tariff impact of $4-$5 billion for the full year. Disruption in the supply chain due to tariff troubles is likely to impact Tesla’s (TSLA - Free Report) already ailing gross margins.
F’s Price Performance, Valuation and Estimates
Ford has outperformed the Zacks Automotive-Domestic industry year to date. Its shares have gained 15.4% against the industry’s decline of 12.5%. General Motors shares have risen 7.6% during the same time frame, while shares of Tesla have lost 13.9%.
Image Source: Zacks Investment Research
From a valuation perspective, F appears undervalued. Going by its price/sales ratio, the company is trading at a forward sales multiple of 0.28, lower than the industry’s 2.66. General Motors and Tesla are trading at forward sales multiples of 0.31 and 10.74, respectively.
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for F’s 2025 and 2026 EPS has moved up a penny and 5 cents, respectively, in the past 30 days.
Image Source: Zacks Investment Research
See More Zacks Research for These Tickers
Normally $25 each - click below to receive one report FREE:
Image: Bigstock
Will Ford's New Global Campaign Strengthen Customer Trust?
Key Takeaways
Ford Motor Company (F - Free Report) has unveiled a new global advertising campaign that extends beyond showcasing vehicles to highlight its intent of putting community and customers first. The campaign, called “Ready, Set, Ford,” focuses on four key commitments: capability, passion, community and trust. Per the Detroit Free Press, this marks a shift from a product-centered approach to a people-first philosophy to illustrate how Ford fits into diverse lifestyles.
Per Lisa Materazzo, Ford’s Global Chief Marketing Officer, the campaign will first launch in the United States before expanding to most markets by the fourth quarter. The full global rollout is expected in early 2026. Following the initial launch, Ford will introduce more targeted messages in October to engage specific audiences around its products, services and experiences that embody the company’s core values.
While the company did not disclose spending details, it indicated that this will be Ford’s largest marketing initiative of the year. It follows the earlier success of the “From America, For America” campaign, which highlighted employee pricing on most models.
The timing of the rollout is significant, as the auto industry faces rising costs from tariffs. Ford estimates a $2 billion net impact this year, alongside concerns about EV demand once federal tax credits expire on Sept. 30, 2025. F carries a Zacks Rank #3 (Hold) at present.
You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
Ford's arch rival, General Motors Company (GM - Free Report) , expects gross tariff impact of $4-$5 billion for the full year. Disruption in the supply chain due to tariff troubles is likely to impact Tesla’s (TSLA - Free Report) already ailing gross margins.
F’s Price Performance, Valuation and Estimates
Ford has outperformed the Zacks Automotive-Domestic industry year to date. Its shares have gained 15.4% against the industry’s decline of 12.5%. General Motors shares have risen 7.6% during the same time frame, while shares of Tesla have lost 13.9%.
Image Source: Zacks Investment Research
From a valuation perspective, F appears undervalued. Going by its price/sales ratio, the company is trading at a forward sales multiple of 0.28, lower than the industry’s 2.66. General Motors and Tesla are trading at forward sales multiples of 0.31 and 10.74, respectively.
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for F’s 2025 and 2026 EPS has moved up a penny and 5 cents, respectively, in the past 30 days.
Image Source: Zacks Investment Research