Ford Motor Company advertising & marketing assignments

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Selected Ford advertising

The Ford Motor Company remains one of the world's major carmakers, but a series of challenges over the past two decades has pushed it steadily down the rankings. The #2 manufacturer in 2000, it now sits in 6th place globally. As well as the main Ford brand, the company owns luxury marque Lincoln, sold mainly in North America. A sizeable collection of other brands have been sold or discontinued since 2005. A trio of British automobiles - Aston Martin, Jaguar and Land Rover - were relinquished to other owners and the group also surrendered its effective control of Japan's Mazda, though the two companies maintain a loose strategic alliance. The Volvo passenger car business in Sweden was sold in 2010 to Geely of China, and the struggling North American Mercury brand was shuttered at that year's end. Those disposals were originally prompted by a series of escalating problems during the 2000s ranging from over-capacity and management turmoil to a massive recall of faulty Firestone tires. In fact, these multiple hurdles were ultimately to prove modestly beneficial, allowing the group to begin its restructuring well before the sudden and near-catastrophic slowdown which occurred during 2007 and 2008, which temporarily bankrupted rivals General Motors and Chrysler. Yet unlike GM, which was able to wash away most of its financial burden in a Chapter 11 spring clean, Ford still labours under a mountain of debt. The main Ford brand is the worldwide #3 car brand, with registrations of 4.74m vehicles in 2019, while the Ford F-Series pick-up truck is the world's #2 selling model (behind Toyota's Corolla), with 1.07m units registered in 2019. However no other model made even the Top 25. In the US alone, both the Ford brand (sales of 2.3m vehicles) and the F-Series (sales of 897k vehicles) are the local top sellers in both categories. Lincoln sits just outside the US Top 25 brands at 112k vehicles registered in 2019. Total group wholesale units were 5.4m vehicles, a little over half of them in North America. China is the group's #2 market, some way behind the US, followed by the UK and then Germany. Despite falling wholesale volumes, revenues topped $160bn in 2018, the best figure for more than a decade. However, that figure slipped to $155.9bn for 2019, while net income plunged from $3.7bn in 2018 to just $47m as a result of a mammoth $6bn charge for pension adjustments, tax write-offs and restructuring. William Clay Ford Jr, great-grandson of company founder Henry Ford, is executive chairman and several other family members workds within the group. Collectively the Ford family control around 40% of equity. Jim Hackett is CEO.

Capsule checked 10th October 2019

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Recent stories from Adbrands Update:

Adbrands Daily Update 9th Feb 2020: Ford elevated its former marketing and strategy chief Jim Farley to the role of chief operating officer. That puts him him in a direct line of succession behind CEO Jim Hackett, who has been struggling to turn around performance at the storied auto giant for the past three years. Ford recently missed its 4Q profits target and issued disappointing guidance for the current year. Farley originally joined Ford from Toyota and has led several departments. He was most recently in charge of Ford's strategy on electric vehicles. Coinciding with his appointment as COO, Ford announced the resignation of manufacturing head Jim Hinrichs, a 19 company veteran, many of whose duties Farley will now assume.

Adbrands Daily Update 19th Nov 2019: "New Breed". British actor Idris Elba is the front man for Ford's bold reinvention of its classic Mustang racer, in an all-electric version, the Mach-E, and main agency BBDO NY is behind this striking launch film. It's a great-looking spot, but with some reservations. Now, we like Idris Elba a lot; this is a guy with character and charisma, which he has used to great effect in recent ads for Squarespace and Stella Artois. So we're wondering why BBDO hasn't made better use of him here. Who is he talking to? Not us, clearly, because otherwise he would be looking at us, not off into space or into his coffee. Eye contact is the secret to good salesmanship. Everyone knows that. An opportunity missed, we feel.

Adbrands Daily Update 11th Apr 2019: Ford CEO Jim Hackett restructured his senior management team, effectively dividing operational responsibility between Joe Hinrichs and Jim Farley. Hinrichs was named as president, automotive, overseeing global vehicle development and manufacturing. Farley takes the role of president, new businesses, technology & strategy with oversight of all self-driving and new mobility ventures.

Adbrands Daily Update 24th Jan 2019: Ford will effectively quit the Russian passenger car sector with a scaling back of its current joint venture with local company Sollers, prompted by continuing weak market conditions. Car production will cease by the end of June, and two vehicle assembly plants and an engine factory will be shuttered at a cost to Ford of around $500m. A restructured joint venture, which will be majority controlled by Sollers, will continue to produce commercial vehicles for the Russia market, primarily the Ford Transit.

Adbrands Social Media 11th Feb 2019: "Sanctuary". Serena - she's so famous now, she hardly even needs a surname anymore - already dominates women's tennis. She will soon be as ubiquitous in commercials as she already is on the Grand Slam circuit. The latest addition to her already bulging endorsement portfolio is Ford's luxury marque Lincoln. This rather handsome spot broke last night during the Grammys; thus its strong musical theme. Longtime WPP agency Hudson Rouge retained the account in the global Ford creative review, so it's clearly putting every effort into making the client happy to guard against any further changes of heart... Though we're guessing Serena costs a little more than the car's traditional spokesman Matthew McConaughey.

More about Ford from Adbrands Weekly Update


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