Ford Celebrates American Manufacturing in New Campaign

In line with the upcoming 250-year anniversary of the United States, Ford has released a new marketing campaign, designed to reflect its nearly 125-year commitment to American workers and US manufacturing. 

According to Ford, the “American Value. For American Values.” campaign has been created to “give back to the people who keep America moving,” and will involve an extension of employee pricing on most new 2025 and 2026 Lincoln vehicles. 

“As the nation approaches its 250th anniversary, ‘American Value. For American Values.‘ is our way of giving back to the people who show up every day: American workers, small business owners and families who place their trust in Ford,” says Andrew Frick, President of Ford Blue and Model e.

Promoting ‘American Value’

The “American Value. For American Values.” campaign was launched with an advert featuring images of workers across a series of industries such as construction and manufacturing, as well as images of Ford workers. 

Lisa Materazzo, Chief Marketing Officer of Ford, said on a press call that this campaign was designed to focus less on “telling people who we are,” and more on “recognising who they are.”

“Credibility matters more than ever. Ford has always believed that American values are more than words – they’re actions.”

As part of this campaign, customers will be able to pay what a Ford employee pays for most of its 2025 and 2026 Ford and Lincoln models – which sits below the Manufacturers Suggested Retail Price. 

Ford says that this programme can save buyers anywhere from several hundred to several thousand dollars, depending on the vehicle. 

Lisa continued: “We’re not talking about a traditional promotion. We’re talking about aligning what we say with what we do – we wanted to bring those values to life.”

Building together

Alongside an expansion of its employee pricing, Ford says it will be expanding its ‘Building Together’ initiative. To mark 250 years of the US, Ford says 250 of its dealerships are “activating” with local non-profits to help support communities across the country – offering community support such as blood drives and food collection. 

Ford first launched Building Together in 2025 – a programme designed to support the work of American Red Cross, Feeding America, Habitat for Humanity and Team Rubicon on a local community level. 

Through the programme, Ford supports these charities by hosting local activations at dealerships, and has increased its Volunteer Paid Time Off policy for employees, to encourage staff to work with the company’s nonprofit partners. 

A commitment to American manufacturing 

While this campaign has been created to showcase Ford’s commitment to American manufacturing, the company says it demonstrates this “deep and enduring investment” through its employees. 

Ford employs more US hourly workers and assembles more vehicles in the US than any other automaker, with the company saying its commitment to its US workforce is “foundational to Ford’s identity.”

This commitment has evolved alongside a fast-evolving manufacturing landscape – with the company developing several training and development programmes to upskill the future workforce and manage developing manual skills gaps. 

Jim Farley, CEO of Ford, says that these investments are key, as the widening manual skills gap is creating a “very serious” issue for businesses. 

On the Office Hours: Business Edition podcast, he said: “We do not have trade schools. We are not investing in educating a next generation of people like my grandfather who had nothing, who built a middle class life and a future for his family.”

Programmes the company has in place to tackle this skills gap include the Automotive Student Service Educational Training (ASSET) programme, which has been running for 40 years and partners with community colleges, and the Ford Accelerated Credential Training (FACT) programme, a 15-week training initiative.