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Ford Motor Marketing

To drive human progress through freedom of movement by becoming the world's most trusted mobility company

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Align the strategy

Ford Motor Marketing SWOT Analysis

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To drive human progress through freedom of movement by becoming the world's most trusted mobility company

Strengths

  • BRAND: 120-year heritage with strong global loyalty and trust
  • TRUCKS: F-Series remains best-selling vehicle in America for 46 years
  • MANUFACTURING: Extensive production capacity and supply chain network
  • INNOVATION: Ford Pro connected services growing 35% year-over-year
  • ECOSYSTEM: Expanding BlueOval Charging Network with 25,000+ stations

Weaknesses

  • ELECTRIFICATION: EV division operating at $4.5B loss in 2023
  • MARKET: Declining ICE vehicle demand affecting core revenue streams
  • COMPETITION: Lagging behind Tesla and Chinese EV manufacturers
  • PERCEPTION: Brand not strongly associated with cutting-edge technology
  • MESSAGING: Inconsistent marketing narrative across vehicle segments

Opportunities

  • GOVERNMENT: Federal incentives providing $7,500 tax credits for EVs
  • PARTNERSHIPS: Strategic tech alliances to enhance connected services
  • COMMERCIAL: Growing demand for electric commercial fleet solutions
  • DATA: Leverage connected vehicle data for personalized marketing
  • LOYALTY: Convert 70% brand-loyal ICE customers to Ford EVs

Threats

  • COMPETITION: Aggressive Chinese EV makers entering global markets
  • ECONOMY: Rising interest rates decreasing vehicle affordability
  • SUPPLY: Battery material constraints limiting production scalability
  • REGULATION: Increasing global emissions regulations forcing rapid shift
  • TECHNOLOGY: Accelerating pace of innovation requiring faster adoption

Key Priorities

  • EV TRANSITION: Accelerate EV adoption through compelling marketing
  • COMMERCIAL: Leverage Ford Pro leadership to drive fleet conversion
  • INTEGRATION: Create unified brand story across ICE, hybrid, and EV
  • EXPERIENCE: Enhance digital customer journey with personalization
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Align the plan

Ford Motor Marketing OKR Plan

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To drive human progress through freedom of movement by becoming the world's most trusted mobility company

ELECTRIFY AMERICA

Lead the American EV revolution through compelling stories

  • PERCEPTION: Increase EV consideration among Ford loyalists from 32% to 50% by Q3 2025
  • CONTENT: Create and deploy 1,500 AI-generated personalized EV content assets by Q2 end
  • EXPERIENCE: Launch redesigned digital-to-showroom EV customer journey across 1,200 dealers
  • CAMPAIGN: Execute integrated 'Electric Freedom' campaign with 85M impressions and 25% CTR
DOMINATE COMMERCIAL

Strengthen Ford Pro leadership in fleet electrification

  • CONVERSION: Convert 500 major fleet customers from ICE to EV with dedicated marketing program
  • ENGAGEMENT: Achieve 40% engagement rate with new Ford Pro AI-driven fleet manager platform
  • LEADS: Generate 15,000 qualified commercial EV leads through vertical-specific campaigns
  • RETENTION: Implement AI-powered loyalty program resulting in 92% commercial customer retention
ONE FORD STORY

Create a cohesive brand narrative across all powertrains

  • MESSAGING: Deploy unified brand architecture and messaging framework across all vehicles by Q2
  • PERCEPTION: Improve brand consistency metrics by 25% as measured by quarterly brand tracker
  • TRAINING: Train 100% of marketing team and agency partners on new brand platform by June 30
  • CONTENT: Produce central brand campaign generating 2B impressions with 75% message retention
DIGITAL REVOLUTION

Transform the customer journey with AI personalization

  • PLATFORM: Launch unified marketing data platform connecting all touchpoints by Q3 end
  • PERSONALIZATION: Implement AI journey orchestration increasing conversion rates by 35%
  • MEASUREMENT: Deploy real-time marketing dashboard with cross-channel attribution for all execs
  • TALENT: Hire 15 specialized AI marketing experts and complete 1,000 hours of team training
METRICS
  • EV MARKET SHARE: 15% by end of 2025, 25% by end of 2026
  • MARKETING QUALIFIED LEADS: 250,000 per quarter with 22% conversion rate
  • BRAND CONSIDERATION: Increase from 65% to 75% across all vehicle segments
VALUES
  • Put People First
  • Do the Right Thing
  • Be Curious
  • Create Tomorrow
  • Built Ford Tough
  • One Ford Team
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Align the learnings

Ford Motor Marketing Retrospective

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To drive human progress through freedom of movement by becoming the world's most trusted mobility company

What Went Well

  • REVENUE: Pro commercial division exceeded revenue targets by 12%
  • EFFICIENCY: Marketing spend optimization saved $37M in Q1 2025
  • LAUNCHES: F-150 Lightning campaign drove 22% increase in test drives
  • DIGITAL: Website conversions improved 16% following UX redesign
  • LOYALTY: Ford Pass app engagement increased 28% year-over-year

Not So Well

  • PERCEPTION: EV consideration metrics underperformed by 14% vs targets
  • COMPETITION: Lost 3.2% market share in SUV segment to competitors
  • DIGITAL: Social media advertising ROI declined 8% quarter-over-quarter
  • MESSAGING: Brand tracking shows fragmented perception across segments
  • FUNNEL: Lead conversion rates for Mustang Mach-E declined by 11%

Learnings

  • INTEGRATION: Cross-channel marketing performs 23% better than siloed
  • STORYTELLING: Authentic sustainability narratives drive 31% higher CTR
  • TARGETING: First-party data outperforms third-party by 42% in ROAS
  • EXPERIENCE: Dealership digital integration improves close rates by 18%
  • CONTENT: Video content drives 3.2x higher engagement than static

Action Items

  • PLATFORM: Consolidate marketing data systems into single platform by Q3
  • TRAINING: Implement AI marketing certification for all team members
  • MEASUREMENT: Develop unified cross-channel attribution framework
  • CONTENT: Launch AI-driven content studio for personalized marketing
  • EXPERIENCE: Redesign customer journey with seamless digital-physical
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Drive AI transformation

Ford Motor Marketing AI Strategy SWOT Analysis

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To drive human progress through freedom of movement by becoming the world's most trusted mobility company

Strengths

  • DATA: Vast connected vehicle data from millions of vehicles globally
  • ANALYTICS: BlueCruise generating valuable driver behavior insights
  • INTEGRATION: AI-powered SYNC system with 89% customer satisfaction
  • RESEARCH: Advanced AI research center established in 2021
  • PARTNERS: Strategic partnerships with leading AI technology firms

Weaknesses

  • TALENT: Limited in-house AI marketing expertise vs tech competitors
  • SILOS: Fragmented data systems across marketing touchpoints
  • LEGACY: Outdated marketing processes resistant to AI transformation
  • INVESTMENT: Lower AI marketing budget compared to industry leaders
  • ADOPTION: Slow implementation of AI tools in marketing workflow

Opportunities

  • PERSONALIZATION: AI-driven hyper-personalized customer journeys
  • PREDICTIVE: Anticipate purchase intent with 78% accuracy via AI
  • CONTENT: AI-generated marketing content at scale across channels
  • COMMERCE: AI-powered vehicle configuration and recommendation
  • ANALYTICS: Real-time campaign optimization through machine learning

Threats

  • PRIVACY: Increasing regulations limiting data usage for targeting
  • COMPETITORS: Tech-native rivals with superior AI marketing stacks
  • EXPECTATIONS: Rising consumer expectations for digital experiences
  • DISRUPTION: New AI business models threatening traditional auto sales
  • COMPLEXITY: Rapidly evolving AI landscape difficult to navigate

Key Priorities

  • PLATFORM: Develop unified AI marketing data platform by Q4 2025
  • TALENT: Acquire specialized AI marketing talent through hiring push
  • CONTENT: Deploy AI content generation across all marketing channels
  • EXPERIENCE: Create AI-driven personalized customer journey system