Ford Motor Company today, May 1, announced a new campaign, titled “American Value. For American Values.,” that includes a new ad, an employee pricing promotion for consumers and charitable activations nationwide, per details shared with Marketing Dive.

The effort is timed to the upcoming 250th anniversary of the United States Declaration of Independence and positions Ford as a company that, like America, has often valued the dignity of hard work, looking out for your neighbors and the independent spirit that built the middle class and keeps communities moving, according to Global Chief Marketing Officer Lisa Materazzo.

“We've seen America at its best, and we've seen it through its greatest challenges. We know that the spirit of the American people is enduring, and it shines very bright even during hard times,” Materazzo said on a press call. “As the country approaches the significant milestone, we believe it's the right time to reaffirm our role, not just as as an automaker, but as a trusted, long-standing partner to America and the American people.” 

To do so, Ford is extending employee pricing to customers at participating dealers on most new 2025 and 2026 Ford and Lincoln vehicles through July 6. According to Ford, the program can save buyers anywhere from several hundred to several thousand dollars, depending on the vehicle, and does not require a rebate, coupon or negotiation. 

“We're not talking about a traditional promotion. We're talking about aligning what we say with what we do — we wanted to bring those values to life,” the marketing executive said.

The campaign’s 30-second hero spot includes a montage of static images of diverse workers across construction, emergency services and manufacturing, including in a Ford plant. The effort was led by agency Wieden+Kennedy and will begin airing this weekend around the Kentucky Derby. 

“From a marketing standpoint, this is also a shift in tone to the messaging that's currently flooding the airwaves: big, loud, bold gestures rather than action-oriented service,” Materazzo said of the campaign. “Less telling people who we are, and more recognizing who they are. Credibility matters more than ever. Ford has always believed that American values are more than words — they're actions.”

Bringing legacy forward

Along with its employee pricing promotion, Ford will put its values into action at the local level, with 250 dealers activating with local nonprofits. Through Ford Building Together, the automaker will help deliver resources, like hosting blood drives and food collection, to directly support U.S. communities.

Founded in 1903, Ford has been a part of the story of America for nearly half of its existence. The company stressed that core American values are deeply embedded in its DNA, with past moves including a push to popularize the idea of a minimum wage. Ford now employs more U.S. workers and assembles more vehicles in the country than any other automaker, per information shared in release details.

“Ford has consistently stepped up when America needed it most, and as America looks ahead to this next chapter, we're very clear about our commitment. We are here, we are invested and we are standing with the people who keep this country moving forward,” Materazzo said.

While Ford is not an official sponsor of the America250 initiative that is coordinating activities around the anniversary, it is not alone among automakers tapping into excitement for the milestone. Chevrolet this year revived its “See the USA in Your Chevrolet” campaign for the 250th anniversary, while official sponsor Stellantis and brands Chrysler, Dodge, Jeep and Ram kicked off a campaign last month.

In an earnings report this week, Ford reported a Q1 revenue increase of 6% year over year to $43.3 billion. While it recognized a $1.3 billion benefit related to tariff rebates, the underlying business came in around $2.2 billion ahead of expectations, per an earnings call. In kind, Ford raised its full-year guidance from the $8 billion to $10 billion range to $8.5 billion to $10.5 billion. 

Asked by Marketing Dive how the recent earnings report would affect marketing and ad spend for the rest of the year, Materazzo declined to comment, but noted that “American Value. For American Values.” fits into Ford’s overall plan and spend for the year.

“We could plan for this,” the executive said. “We knew it was coming, and we were looking forward to helping celebrate this big milestone for America.”