‘Built Ford Proud’: New Ad Campaign Kicks Off Onslaught of New Vehicles Headed to Ford Dealers

• Ford’s new “Built Ford Proud” U.S. ad campaign launches this weekend
  with TV commercials throughout NCAA college football Saturday as the
  company aims to replace 75 percent of its U.S. lineup by 2020,
  including all-new Ford Ranger, Escape and Explorer next year and an
  all-electric performance SUV in 2020
• The “Built Ford Proud” campaign – developed with dealer input –
  highlights Ford’s passion, innovation and commitment to building great
  vehicles over 115 years and signals Ford’s ambition to lead in the
  future through smart vehicles for a smart world
• Ford dealers set to revamp customer ownership experience, including
  introduction of all-new FordPass Rewards customer loyalty program in
  2019 modeled after frequent flyer rewards

LAS VEGAS–(BUSINESS WIRE)–Ford this weekend kicks off its new “Built Ford Proud” advertising
campaign highlighting the innovation and manufacturing might of
America’s favorite automotive brand ahead of an onslaught of all-new
vehicles coming in 2019.

Ford, working with advertising agency Wieden + Kennedy, created a
multi-channel campaign infused with pride, confidence and a touch of
swagger, highlighting the company’s strong legacy of award-winning cars,
trucks and utilities, advanced technology and ambitions to lead in a
future of smart vehicles for a smart world.

“Every Ford employee I know comes to work each day proud to drive a Ford
vehicle and to build great products, services and experiences for our
customers,” said Joy Falotico, Ford group vice president and chief
marketing officer. “That’s at the heart of this campaign.”

The first television spots feature acclaimed actor Bryan Cranston and
they air beginning this weekend during NCAA football on Saturday, along
with a comprehensive online campaign. The campaign runs through 2019
across broadcast, digital and print channels.

The new ads usher in Ford’s onslaught of new vehicles in the hot-selling
SUV and truck segments, including the Ranger pickup, which starts
production this month at Ford’s Michigan Assembly Plant, and the new
Escape and Explorer on sale next year.

More than 3,000 Ford dealers previewed the first ads earlier this week
during Ford’s annual dealer gathering in Las Vegas.

Ford also worked with its Marketing Dealer Advisory Board – which
includes dealers from across the U.S. – on the campaign strategy and
creative execution, which includes national and regional ads and digital
content. These dealers endorsed “Built Ford Proud” for its fresh
approach and attitude, bringing to life the soul of the Ford brand as
well as the company.

“This is what it means to fly the Blue Oval,” said Sam Pack, owner of
Sam Pack Five Star Ford dealer group. “I’m proud to play a small part in
the Ford family, giving back to the community and seeing how excited
owners are to drive Ford vehicles and to have new products in the
hottest segments about to go on sale.”

The ads are the first output following the redesign of Ford’s global
marketing.

The straight-talking spots emphasize Ford’s unique family heritage,
manufacturing excellence and history of innovation. The campaign
features six brand and nameplate ads – plus two full-line retail TV
spots. These include:

• A 60-second
  ad that introduces the world to “Built Ford Proud” and delivering
  new products and services, not promises
• A 30-second
  ad that conveys the pride and brand promise found in Ford’s iconic
  Blue Oval
• A 30-second ad that summarizes the feeling only Ford customers can
  expect when they buy a new Ford car, truck or utility vehicle

Winning Portfolio

Ford’s new lineup of vehicles will include more hybrid models, more
electric vehicle choices and all with Ford’s Co-Pilot360, the most
advanced suite of standard driver- assist technology.

In addition to Ranger, Escape and Explorer, Ford also is launching in
2019 the new Mustang GT500, new F-Series Super Duty and new Transit
full-size van. An all-new fully electric performance utility is coming
in 2020.

Better Customer Experience

Ford also is introducing new customer service actions aimed at making
vehicle ownership easier and hassle-free, while recognizing customer
loyalty with a new rewards program, similar to those offered by
airlines, coffee and financial services companies.

“Instead of attracting customers to showrooms with incentives and
conquest offers, we are shifting to a customer loyalty program modeled
after frequent flyer rewards,” said Mark LaNeve, vice president, U.S.
Marketing, Sales and Service. “We want their experience with Ford
vehicles to be worry-free and seamless.”

FordPass Rewards, available through the FordPass app and set to launch
in early 2019, will allow customers a means of earning points that can
be used toward sales, service and other experiences. There will be more
to come on FordPass Rewards in 2019.

Customers also will benefit from the company’s fitness actions to reduce
manufacturing complexity. The time to order new vehicles is expected to
be significantly reduced, ensuring dealers and customers get the latest
vehicles more quickly.

About Ford Motor Company

Ford Motor Company is a global company based in Dearborn,
Michigan. The company designs, manufactures, markets and services a full
line of Ford cars, trucks, SUVs, electrified vehicles and Lincoln luxury
vehicles, provides financial services through Ford Motor Credit Company
and is pursuing leadership positions in electrification, autonomous
vehicles and mobility solutions. Ford employs approximately 201,000
people worldwide. For more information regarding Ford, its products and
Ford Motor Credit Company, please visit www.corporate.ford.com.

For news releases, related materials and high-resolution photos and
video, visit www.media.ford.com.

Contacts

Ford Motor Company
Said Deep
313.594.0942
sdeep@ford.com
or
Mike
Levine
313.806.1741
mlevine5@ford.com