• by Tanya Gazdik , April 13, 2025

Ford Motor Co. is reporting a double digit climb in dealer showroom traffic after launching a campaign touting its American-made heritage. 

The 30-second TV and social media spot “Ford Motor Company: From America, For America" from Wieden+Kennedy has been viewed 41,000 times on YouTube alone since its debut April. 3. 

The campaign includes offering employee pricing for all customers.

Dealers say they love the message, and it is driving business results as well, says Phil O’Connor, global director of marketing communications for Ford Blue and Ford Model e.

“Despite the early success of the campaign, which is helping customers find the vehicle that suits their needs during an uneasy time, we knew we had more to say, more depth to add to the story,” O’Connor says in a blog post. “As much as I love our TV spot, you can pack only so much into 30 seconds.”

A full-page newspaper ad appeared over the weekend in publications including The New York Times, The Wall Street Journal,The Washington Post, The Detroit News and the Detroit Free Press.

Ford expects the print ad to increase the number of people who know about our campaign. 

“But honestly, this is more about depth than breadth,” O’Connor says. “We suspect a lot of folks who see the print ad will have already caught the TV spot, but this gives us the chance to really drive a deeper message home.”

The campaign is more about reinforcing that Ford is a brand that all consumers can rely on rather than selling cars, he says. The campaign is effective because it’s authentic. 

“This isn't some new, trendy marketing gimmick,” O’Connor says. “Ford has always supported the American consumer, and consumers across the globe. It's core to our DNA. We've done it time and time again. It's who we are.”

Meanwhile, Ford CEO Jim Farley went on Fox News Friday and took an optimistic view of tariffs in a bid to get President Donald Trump’s attention.

“Farley appeared Friday evening on "The Ingraham Angle" with host Laura Ingraham — a show Trump is known to watch — to answer a series of questions about Ford's reaction to tariffs a day after the automaker rolled out a campaign offering U.S. car buyers employee pricing on most of its vehicles,” according to the Detroit Free Press. 

Farley expressed concerns about tariffs on parts. 

“Ford uses thousands of imported parts in the cars it builds in the United States,” according to the Detroit Free Press. “Farley implied that if the Trump administration exempts imported parts, the auto industry will have a better shot at striking a balance between paying the higher costs of tariffs while maintaining vehicle affordability and job growth.”