Advertising is a powerful tool. For companies, particularly those in highly competitive industries like the automotive sector, it’s an essential aspect of their strategy to build brand awareness, generate sales, and shape their public image. However, when done poorly, advertising can have the opposite effect—alienating potential customers, eroding brand credibility, and ultimately, damaging a company’s reputation. Ford Motor Company, one of the world’s largest and most well-known automakers, offers a clear case study of how advertising, when misaligned with a brand’s image, target audience, and market trends, can backfire, especially in automotive marketing.
Ford has a long legacy of producing iconic vehicles—from the Model T to the F-Series trucks. But in recent years, some of their advertising efforts have raised eyebrows for all the wrong reasons. From confusing messaging and tone-deaf campaigns to poor digital strategies, Ford’s missteps in advertising have led to missed opportunities and, in some cases, outright criticism. While Ford still enjoys significant brand recognition, there’s a critical need for a closer look at its recent advertising endeavors and the lessons other companies can draw from its mistakes.
The Misstep of the 2020 Ford Mustang Mach-E Campaign: Disconnect Between Product and Audience
Ford’s 2020 advertising campaign for the Mustang Mach-E, the company’s new all-electric SUV, provides a glaring example of a failed strategy. Ford had hoped to capitalize on the legacy of the iconic Mustang name, leveraging its established reputation for performance, power, and speed to introduce the Mach-E, which aimed to compete with electric vehicles (EVs) like Tesla’s Model Y and other industry newcomers.
At first glance, it seemed like a solid strategy: attach the Mustang name to a sleek, modern electric vehicle, thus bringing the Mustang’s muscle car appeal to the EV market. However, the problem with this strategy was the disconnect between the Mustang’s core audience and the Mach-E’s new, environmentally conscious, tech-savvy customer base. The Mustang’s target demographic has traditionally been male, performance-focused, and not particularly interested in electric vehicles, which are often perceived as being geared toward eco-conscious and environmentally aware consumers.
The advertising surrounding the Mach-E failed to effectively communicate to potential customers that the Mach-E was more than just an “eco-friendly Mustang”—it was an entirely different kind of vehicle, designed for a new generation of car buyers. In particular, the Mustang Mach-E’s advertising campaign leaned heavily on performance aspects of the vehicle, hoping to draw on the Mustang’s legacy of power and speed. But for environmentally conscious buyers, especially those considering EVs for sustainability reasons, this emphasis felt out of touch with their values. The tone of the ads wasn’t entirely aligned with the market the Mach-E was trying to capture.
What Ford missed was the need to reposition the Mustang brand within the context of the growing EV trend. Rather than focusing on the vehicle’s muscle car roots, Ford could have highlighted the cutting-edge, environmentally responsible technology under the hood, emphasizing the Mach-E’s unique features in terms of clean energy, advanced technology, and sustainability. By relying so heavily on the Mustang’s performance-driven legacy, Ford missed an opportunity to truly connect with the right demographic.
This misalignment was evident when Ford received backlash from die-hard Mustang fans who felt that the Mach-E’s use of the Mustang name was a dilution of the brand’s identity. On the other hand, the Mach-E wasn’t seen as a compelling EV for Tesla enthusiasts, who were already sold on the idea of sustainability and technology in their vehicles.
Confusing Messaging in Ford’s “Built Ford Proud” Campaign
Another notable instance of Ford’s advertising going awry was the “Built Ford Proud” campaign, which debuted in 2018. The campaign aimed to position Ford as a hardworking, all-American brand, proudly rooted in American manufacturing. The advertisements featured emotional and aspirational imagery, showing Ford vehicles in a variety of rugged, blue-collar scenarios. However, while the campaign succeeded in creating some emotional connection with a core group of consumers, it also highlighted a misstep in its messaging.
The problem with the “Built Ford Proud” campaign was that it didn’t evolve with the times. Ford, like many traditional automakers, was stuck in a nostalgic mindset, appealing primarily to the working-class, traditional American consumer. The campaign’s emphasis on patriotism, hardworking Americans, and blue-collar labor seemed increasingly out of touch with the more diverse, progressive, and tech-savvy millennial and Gen Z generations.
In particular, Ford’s focus on traditional working-class values didn’t address the growing concerns around sustainability, electric vehicles, and the future of automotive technology. As younger generations become the dominant consumer base, their buying decisions are increasingly influenced by factors like environmental impact, innovation, and technological integration. These consumers often see traditional advertising campaigns like “Built Ford Proud” as outdated or even tone-deaf in an era where climate change is a pressing issue and technology is reshaping every industry.
By focusing too heavily on patriotism and traditional values, Ford neglected to highlight the forward-thinking, innovative aspects of its brand. This was especially problematic given the rising popularity of electric vehicles and autonomous driving technology. Ford’s ads didn’t focus enough on their technological investments and progress, making the campaign feel disconnected from the company’s future direction.
Moreover, the “Built Ford Proud” campaign failed to effectively incorporate digital platforms or engage with younger consumers through social media in a meaningful way. The advertising felt largely like it was targeted at an aging demographic, further reinforcing the idea that Ford wasn’t keeping pace with younger consumer preferences.
Ford’s Overreliance on Traditional Advertising Channels: Missing the Digital Shift
In a digital-first world, car companies have an unprecedented opportunity to reach consumers through various online channels. Social media, YouTube, influencer partnerships, and content marketing offer opportunities for brands to engage directly with potential buyers, generate buzz, and communicate their brand’s values. However, Ford has remained overly reliant on traditional advertising channels, such as TV, print media, and outdoor billboards, missing the opportunity to meet consumers where they spend much of their time—online.
One example of this outdated approach was the advertising strategy Ford used for the launch of the Ford Bronco in 2020. While the Bronco’s resurgence was highly anticipated, Ford’s advertising campaign relied heavily on TV commercials and event marketing. Although these efforts generated some buzz, they missed out on leveraging the full potential of digital channels to engage a younger audience, who would have been more responsive to influencer-driven content or viral social media campaigns. In particular, younger car buyers, who are increasingly turning to YouTube for car reviews and social media for brand interaction, did not feel personally engaged by Ford’s traditional marketing efforts.
In contrast, companies like Tesla and Rivian have excelled in leveraging social media, creating viral moments and collaborating with influencers to create organic excitement around their products. These companies understand that today’s consumer prefers interaction over advertisement. Ford’s reluctance to embrace digital-first strategies made the Bronco’s launch feel like a missed opportunity to engage with a new generation of buyers.
Furthermore, the reliance on traditional advertising channels also meant that Ford’s campaigns were often not as targeted as they could have been. While TV spots and print ads can reach large audiences, they lack the precision and ability to track engagement that digital platforms provide. Ford’s inability to fully embrace the data-driven, highly targeted nature of digital marketing put them at a disadvantage when compared to brands that are adept at using data to refine and optimize their campaigns in real-time.
Failed “Ford Smart Mobility” Campaign: Confused Brand Messaging
Ford’s “Ford Smart Mobility” initiative, which aimed to rebrand the company as a tech-savvy, mobility-focused company rather than just a car manufacturer, also missed the mark in terms of marketing. The campaign, launched in 2016, promised to revolutionize transportation by offering solutions like car-sharing, ride-hailing, and autonomous driving technology. However, Ford’s advertising campaign around Smart Mobility fell flat, leaving consumers confused about the company’s direction.
The issue was that Ford’s communications around Smart Mobility were fragmented and unclear. While the company was trying to present itself as a forward-thinking, tech-driven brand, the message wasn’t effectively communicated through their marketing. The campaign didn’t resonate with the average consumer because it lacked a clear call to action and failed to explain the value of these mobility services to everyday people. Instead of showcasing how these innovations could make people’s lives better, the ads came off as more of a vague attempt to align Ford with cutting-edge technology without offering clear benefits.
Moreover, the Smart Mobility campaign failed to convey a cohesive brand vision. Consumers weren’t sure whether Ford was still a traditional automaker, or if it had transitioned into something more akin to a tech company. This lack of clarity in messaging created confusion and resulted in the initiative not generating the kind of excitement Ford had hoped fo
Lessons for Ford and the Automotive Industry
Ford’s advertising missteps serve as valuable lessons for both traditional automakers and startups in the automotive industry. Here are a few key takeaways:
- Understand Your Audience: Ford’s advertising often missed the mark because it didn’t account for the changing demographics and preferences of car buyers. Today’s consumers care about sustainability, innovation, and technology. Failing to highlight these aspects in advertising campaigns—especially for EVs—can lead to missed opportunities.
- Embrace Digital Channels: The automotive industry is shifting toward digital marketing, and Ford must invest in building a stronger presence online. Relying on traditional advertising methods risks alienating younger, tech-savvy consumers who engage more with social media and digital platforms than with TV ads.
- Be Clear About Your Brand Identity: Ford’s efforts to introduce new mobility solutions and electric vehicles were often confusing. Instead of trying to position the company as everything to everyone, Ford should focus on a clear and consistent brand identity that resonates with consumers’ values and aspirations.
- Keep Evolving: Ford’s advertising campaigns have often felt outdated because they failed to evolve with the times. Automakers need to embrace change and adapt to shifting market dynamics, particularly in an era of rapid technological innovation.
Conclusion: A Call for Change
Ford, as a legacy brand in the automotive industry, has faced significant challenges in keeping up with the changing times. While it remains a dominant player in the car market, its advertising missteps provide important lessons for the industry. By understanding their audience, embracing digital platforms, clarifying brand messaging, and staying aligned with evolving consumer needs, Ford—and other automakers—can craft more effective advertising campaigns that truly resonate with the modern consumer. Only then can they avoid repeating the mistakes of the past and steer their brands toward future success.
