Ford Highlights Freedom of Choice in New Vehicle Lineup Campaign

“Your vehicle is your choice” is the theme of the new advertising campaign launched by Ford Motor Co. in Dearborn.
Ford vehicle lineup
Ford’s new campaign emphasizes how the company gives customers a freedom of choices when choosing their new Ford. // Photo courtesy of Ford

“Your vehicle is your choice” is the theme of the new advertising campaign launched by Ford Motor Co. in Dearborn.

“Even more important than the power our customers choose, is what they choose to do with that power,” says Lisa Materazzo, global chief marketing officer for Ford. “Whether that’s off-roading in the desert, exploring the city, taking the whole basketball team to a tournament, or hauling camping or work equipment, we have a full range of capable, fun to drive vehicles built to fuel passions and get jobs done.”

The U.S. campaign, running across all media platforms, added a new F-150-focused spot called “Get Things Done” starting April 12. It highlights the new 2024 F-150, which has gas and PowerBoost Hybrid models in addition to the electric F-150 Lightning.

It’s one of three spots that shows nine Ford models. “Starting Line” previously debuted the Men’s Final Four games on CBS. The “Power to Do” launches during the Kentucky Derby on May 4.

In tandem with these spots, Ford has redesigned the site, simplifying the process for customers to find their preferred vehicle and powertrain combination.

For full-size truck customers, Ford offers customers a choice of either a gas, hybrid, or an electric F-150. For urban customers who want the benefits of a truck in a smaller size, there is the Ford Maverick and Maverick Hybrid.

Every Ford truck offers an off-road variant. For commercial customers, Ford Pro’s lineup of vehicles has diesel powertrains.

The Mustang comes with several powertrain options: an EcoBoost or V-8 in the traditional coupe or an electric Mustang Mach-E SUV.

Ford also is offering consumers choices inside the vehicle as well. Several models offer available Ford BlueCruise, a hands-free highway driving system.

The 2025 Explorer is first with the new Ford Digital Experience. It is engineered to allow drivers to access their favorite apps and services – from gaming to web browsing to watching videos while parked – from Google and Amazon, as well as with Apple CarPlay powered by iPhone and Android Auto through other compatible devices.