Ready Set Ford

For 122 years, Ford has led the way in making quality vehicles that improve and empower people's lives. Today, we're amplifying our commitment to innovation with Ready Set Ford™, our first new global campaign in over 15 years. More than just a slogan, Ready Set Ford™ is our pledge to you - our valued customers - that our capability, our passion, and our creativity will match your own.

Our Guiding Principles

From here on out, Ford promises to put Capability, Passion, Community, and Trust into everything we do. Here is how we're aligning our entire company around these principles:

Capability

We're dedicated to providing our customers with the tools they need to get the job done, and to be ready for anything through our vehicles and technology. Trucks like the Ford F-150, Ford Ranger, and Ford Super Duty pickups offer class-leading capabilities and leading-edge tech features to help you work smarter instead of harder.

Passion

Instead of just conforming to the same standards as other automakers, Ford is setting the bar with vehicles that are sure to ignite your passion. From Bronco® SUVs to Raptor® models, we're building next-generation passion vehicles that will satisfy your cravings for excitement. Fully electric SUVs like the Ford Mustang Mach E let you enjoy sports-car-like acceleration from an eco-friendly vehicle. We are also deepening our investments in both on-track and off-road motorsports.

Community

Ford is deeply committed to community, with philanthropic efforts and programs worldwide. Our employees, dealers, and customers join in these endeavors through initiatives such as Ford Philanthropy and Ford Building Together.

Trust

Trust is the foundation upon which our company was built. Transparency and integrity are the values that guide our every interaction. In 2008, Ford was the only major American automaker not to take the bailout - an expression of the lengths we'll go to protect our employees and our brand.