Ford has unveiled a new advertising campaign aimed at promoting its U.S. manufacturing footprint and offering discounts to car buyers as President Donald Trump’s tariffs on the auto industry go into effect today, April 3. The initiative, titled “From America, For America,” seeks to highlight the company’s commitment to American workers and its significant role in the U.S. economy.
The campaign, created by Wieden+Kennedy New York, features actor Bryan Cranston delivering the voiceover. Cranston emphasizes Ford’s position as the automaker that “employs the most hourly workers” and “assembles the most vehicles in the country.” He also alludes to the “unprecedented moment in automotive history,” referencing the new tariffs imposed by the Trump administration.
The ad concludes with an offer for potential buyers: employee pricing, where consumers pay the same price as Ford employees for vehicles. This offer will be available for most Ford 2024 and 2025 model vehicles through June 2.
The campaign will be showcased across a variety of platforms, including TV, streaming services, print publications such as the Wall Street Journal, New York Times, and Washington Post, as well as billboards. The ad is set to debut during the Final Four basketball games this weekend, marking a key moment for Ford to connect with a wide audience.
Ford’s move comes in response to the 25% tariffs placed on all cars imported to the U.S., which began today. These tariffs are expected to have a significant impact on the automotive market, as imports accounted for nearly half of the 16 million new cars purchased in the U.S. last year, according to S&P Global Mobility.
The manufacturers most likely to be affected by the tariffs include Volvo, Volkswagen, and Hyundai, while U.S.-based manufacturers such as Ford, General Motors, and Honda, which produce a larger percentage of their vehicles domestically, are less exposed to the tariff impact.
Ford, with its large manufacturing footprint in the U.S., imports 21% of the vehicles it sells in the country, compared to General Motors, which imports 46%. As consumer sentiment continues to decline, Ford is aiming to strengthen its position by offering competitive pricing and highlighting its commitment to American manufacturing.
In a statement, Ford acknowledged the current economic uncertainties, stating, “We understand that these are uncertain times for many Americans. Whether it’s navigating the complexities of a changing economy or simply needing a reliable vehicle for your family, we want to help. We have the retail inventory to do this and a lot of choice for customers that need a vehicle.”
With this campaign, Ford is working to maintain its customer base and continue its leadership in the U.S. auto industry amid the challenges posed by tariffs and a shifting economic landscape.
