FORD

Brand seeks to reinvent itself for the Brazilian market

This week Ford unveiled the brand's new signature, ‘Ford Ready for More’, with a film created especially for the launch - see below. Ford's new positioning in Brazil reflects the profile of the modern consumer - active and passionate about achievement, pursues its goals and is always ready for more - and the strength of its portfolio, with a line of fully connected vehicles, also signaling the future of the brand with the Mustang Mach-E.

“The new 'Ford Ready for More' signature is the result of meticulous work carried out to define how we will connect and be perceived by the Brazilian public: an action brand, connected, optimistic, proactive and energetic, which enables its consumers to live with freedom, transforming dreams into action”, says Marcel Bueno, Marketing Director at Ford South America.

According to the executive, the objective is to connect the brand with the audience of enthusiasts, people who want more challenges, more achievements, more experiences and are always ready to go further.

“In this new positioning, Ford positions itself as a facilitator and driver for people to achieve their goals and fulfill their dreams. Our technology and connectivity will be the tools to surprise and transform consumers' experience with our products and services”, adds Bueno.

The video (below)...The production features iconic current and future Ford models in Brazil and around the world, each associated with a consumer profile. The passion that the Mustang Mach 1 arouses in performance and speed fans is symbolized by a childhood dream linked to deep emotions. The satisfaction of driving the Ranger, Raça Forte pick-up truck, is compared to winning a record crop.

The unbeatable off-road capability and versatility of the Bronco Sport is portrayed by the spirit of freedom of those seeking new horizons and wanting to explore everything that nature has to offer. Transit, focused on work and business, is shown as a smart choice for those who want to be their own boss.

The Maverick pick-up, which arrives next year, is directed by Italo Ferreira, surfing champion, and represented by the conquest of Olympic gold. And to confirm that Ford is ready for more, the film closes with a performance of the Mustang Mach-E, the brand's new global electric SUV.

In addition to the main 60-second film, to be shown on Ford's social networks, digital channels and cable TV, the campaign will have five more derivative versions, highlighting the line of pick-ups with Ranger and Maverick, the Mustang Mach 1 , Bronco Sport, Transit and digital services with the FordPass app.

Autonews