Ford – once the mass-market brand in Germany, always positioned slightly more affordable than premium manufacturers. Icons like the Ka or Mondeo were sold in millions. The Fiesta, a legendary model, marked many people's first car ownership experience. However, times have changed. Volkswagen and the merger of the Stellantis Group now dominate the "mass game" with over 20% market share, operating more efficiently. Moreover, no one can compete with the imports, especially the Chinese, on price alone. Simply continuing on the same path is no longer an option. Ford Germany must reinvent itself – a transformation spanning from product to brand to communication.

Returning to its American roots, Ford in Germany will embrace its true identity: from being simply good to being boldly good. The new ethos is encapsulated by the "Adventurous Spirit." The thrill of discovery will guide our communication strategy.

To support this, Ford is introducing the Bronco to Germany and initiating the electrification of its models with the Mustang Mach-E. Brand awareness will never be Ford's issue. "Consideration" is not the right metric either, as the shift towards less affordable cars will inevitably lead to fewer sales. Our task: instill the "Adventurous Spirit" and American DNA into the minds of German drivers. Brand attributes must evolve, injecting a dose of confidence now.

The creative idea is to turn Ford into an everyday content creator. We're not using influencers' channels to beg for reach. We are the creator - together with talented adventurers that tell our story. Every day. Every social channel.

While others might perceive this change of strategy as a loss of control and German Angst, we see it as precisely the right approach to bring the authentic Ford to Germany.

A single film and a six-week TV campaign won't solve our problem. Ford must authentically embody the "Adventurous Spirit" and invest in the new positioning long-term. We have to be on For You Pages and in feeds everyday.

To achieve this, we are building the largest digital content system of any German automotive brand. Wherever videos are watched, Ford content must engage viewers, compelling them to stop scrolling and avoid skipping. Because only with watch time can we achieve our goal of changing brand perception. Reach, ad impressions, or views alone won't suffice.

This is not about demographics. Not about age. It's about content that is seen by people. Because short-form videos on content graph logic rule the world and we are the first brand to realize this. It's about stopping thumbs and minds to supercharge a brand's perception in today's media world.

Ford is undergoing a transformation into a content creator, engaging with audiences across all platforms every day. Therefore we've created:

- "Be Right Back" a YouTube series, illustrating how protagonists break away from everyday life. This narrative features inspiring personalities such as well-known comedians, enteratiners and YouTubers.

- In "UNSEEN ADVENTURES," Bronco enthusiast Tim Johnson takes viewers on the road, uncovering hidden gems in Germany's nature in a YouTube series.

- Creators Knossi and Otto Bulletproof (>2m subscribers) tackle five outdoor challenges in a series as part of Ford's Superbowl activation.

- Fifteen creators share short-form content, experiencing micro adventures in their Fords.

- The Ford TikTok channel rapidly establishes itself, generating videos with organic millions of views.

- Ford partners with Indiana Jones and the NFL on DAZN, finding perfect adventure partners.

This setup enables Ford to release a new asset every day, breathing life into the adventurous spirit.

Since the launch of the new Ford content system in June, it has generated over 500 million contacts. Ford leads on TikTok with over 1m likes and the viral phenomenon Ford GT Boy garners over 15 million organic views. The Ford YouTube channel rises from 12th to 1st place in the independently measured SOPHOS automotive ranking. Ford surpasses all automotive brands on TikTok.

To measure the "Adventurous Spirit," we developed our own KPI called the "Adventurous KPI," which surveys respondents about which automotive brand they associate with adventure, freedom, and boldness. In June 2023, this stood at 6.2%, and by February 2024, it nearly doubled to 11.4%. Furthermore, all brand attributes that reinforce the new positioning experienced significant increases (see confidential info).

Content means business: 22% more visits on Ford.de and 10% more sold cars in Q3 2023 compared to Q3 2022.