As Ford Falls Apart, It Promotes Its Values

"The new tag line is Ready Set Ford. A more fitting one might be "Ready Set Recall" or "Ready Set Warranty Costs." This will be the automaker's first global campaign in 15 years, and it comes at a time when Ford has set an annual recall record and will lose $5 billion this year on electric vehicles (EVs). It is also worried that Chinese EVs could wreck the company. CEO Jim Farley has called them an "existential threat.""

"Part of the message is that "Not every brand is going to survive the next decade and meet the evolved needs of today's customers." This is clearly true of Ford's ability to survive. Its EU sales are weak. It is struggling in China. In the United States, it is a gasoline-powered car company in what it calls an EV-driven future. Globally, it is being flanked in the EV business by China's BYD, which makes much better EVs than Ford does."

Ford announced its 104th recall the same day it unveiled a global marketing campaign called Ready Set Ford, its first worldwide push in 15 years and likely costing tens of millions. The company faces a $5 billion loss this year on electric vehicles and weak sales in the EU while struggling in China. U.S. operations remain largely gasoline-focused despite an EV-focused future. Chinese EV makers such as BYD are outcompeting Ford in EV quality and are described by leadership as an existential threat. Recalls and warranty costs undercut the marketing message of capability and innovation.

Read at 24/7 Wall St.