Brand Identity
FORD DIVISION – Bold Moves
The Ford brand is optimistic, strong and confident, inspiring bold moves – actions that can be large or small, thrilling or unexpected – but always admired. Proposals should communicate to our audience that "something surprisingly cool is happening at Ford that I need to experience."
Truck Group – Built Ford Tough
Genuine, reliable and tough. Sponsorship proposals should deliver an audience that matches the truck owner’s lifestyle, while resonating with our belief that with hard work, perseverance and integrity, our world will be a better place to live in.
Car Group – Bold Moves
Ford's car lineup is wide-ranging and diverse, meeting the vehicle needs and desires of a broad audience. In common is their shared "lust for life," whatever their lifestage, from Focus' fun, young, budget conscious-buyers to Mustang's wild spirits, from Fusion's stimulating driving experience to Taurus' smart families.
SUV Group – Adventurous Spirit
Ford's SUV portfolio is designed for the on-the-go, adventurous, "just for life" spirit. Whether big adventures or small, going anywhere and doing anything with all your friends and all your stuff, the capability of our SUVs delivers confidence, optimism, adventure, and fun. Proposals should deliver the same.
LINCOLN – Reach Higher
Lincoln inspires you to keep pursuing your goals and achieving your dreams. Sponsorship proposals need to resonate with our belief that life is full of opportunity, hard work pays off, success deserves rewards, and rewards are the inspiration to keep reaching higher.
MERCURY – New Doors Opened
Mercury's brand identity is sophisticated design inside and out. It appeals most to people whose lives are all about discovery. Sponsorship proposals should facilitate and feed the target's natural curiosity and desire to experience things that are new and different, and should relate to self-expression and a unique, individual sense of style.