Ford has launched Ready Set Ford, its first new global campaign in more than 15 years, as the automaker looks to redefine its identity in an industry undergoing rapid transformation. While competitors chase utility, Ford is doubling down on what it calls “passion vehicles”, from race cars and Bronco SUVs to Raptors and fleet software, that celebrate capability and human achievement. Community is expressed through philanthropic programs such as Ford Philanthropy and new dealer-led initiatives like Ford Building Together. The Ready Set Ford platform is the outward expression of years of internal transformation. Ford is here to be that spark,” Materazzo said.