• by Tanya Gazdik , 4 hours ago

As the U.S. approaches its 250th anniversary, Ford Motor Co. is reaffirming its role as a long-term partner to America and its workers.

“American Value for American Values” is rooted in the belief that what brings Americans together hasn’t changed. It highlights the dignity of hard work, looking out for neighbors, and the spirit of independence that built the middle class, according to the automaker.

The initiative, which is intended as a thank-you to the people who keep the U.S. moving, includes extending employee pricing on most new 2025 and 2026 vehicles to the public through July 6. Customers will pay what a Ford employee pays, which is below the manufacturer’s suggested retail price.

A 30-second TV spot from Wieden+Kennedy will debut Saturday during the Kentucky Derby. Ford is the event’s exclusive automotive partner, having signed a multiyear partnership extension that runs through 2029.

The spot will continue to air on digital and social through July 6. 

In a moment that can feel increasingly divided, Ford is intentionally focusing on the grounding values that still unite the country, according to the automaker -- which has been around almost half of the country's 250 years. 

“We've seen America at its best, and we have seen it through its greatest challenges,” Ford CMO Lisa Materazzo told a group of media during a briefing about the new campaign. “We know that the spirit of the American people is enduring, and it shines very bright even during hard times. So as the country approaches the significant milestone, we believe it's the right time to reaffirm our role, not just as as an automaker, but as a trusted,-long standing partner to America and the American people.”

This isn’t a traditional promotion, she says. 

“We're talking about aligning what we say with what we do,” Materazzo says. “We wanted to bring those values to life. From a marketing standpoint, this is also a shift in tone from the messaging that's currently flooding the airwaves."

The campaign is about the spirit of the people that Ford serves. 

“We want to put the focus where it belongs and reinforce what is most important -- things like community, humanity and gratitude — less telling people who we are, and more, recognizing who they are,” Materazzo says. “Credibility matters more than ever. Ford has always believed that American values are more than words, they're actions, and Ford has consistently stepped up when America needed it most.”

To mark 250 years of the nation, 250 Ford Dealers are activating with local nonprofits through “Ford Building Together” to deliver essential resources, from hosting blood drives and food collection, to provide direct support to communities nationwide.