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Miami Herald
a day ago
- Automotive
- Miami Herald
Ford takes shots at US rivals in new ad campaign
Ford has an ace up its sleeve when it comes to competition with its domestic rivals, and it's flaunting its hole card in a new ad aimed at General Motors and Stellantis. The automotive world is different in 2025, thanks to President Donald Trump's 25% tariffs on all auto imports. While the tariffs' effects have yet to fully cascade down to consumers and dealers, every one of the American Big 3 auto manufacturers has said the tariffs will cut billions from their bottom lines. Related: Popular Ford newcomer overtakes Jeep in a key area While Ford says it "supports the administration's goal to strengthen the U.S. economy by growing manufacturing," the company also said that tariffs will eat $1.5 billion of its EBITDA this year, an overall $2.5 billion headwind. However, U.S. auto dealers, including those with foreign brand names, have actually benefited from tariffs in the short term. Buyers have been motivated by the threat of tariffs, which will raise prices in the coming weeks. And sellers have been fueling that demand with incentives. Ford, for instance, has been running its "From America, For America" campaign to provide customers with employee pricing. But now Ford is running a new ad campaign. It highlights the benefits its decades-long manufacturing strategy has provided, while calling out its domestic competitors. For a while Ford has leaned into patriotic advertising, especially for its pickup truck line, saying the F-150 is "built Ford tough," not just because it's built by Ford, but also because it's built by Ford in America. The ad campaign has worked like a charm, making its pickup truck line the most popular in the country. Ford is bringing the same patriotic flair to its new ad campaign. While not naming Stellantis or GM, the commercial declares that "if they were like us," the other companies would have built 15 new plants to help the company assemble the nearly 4 million vehicles it makes in the U.S. yearly. They would have also rejected the government auto bailout like Ford did over 15 years ago. The commercial declares that "nobody is committed to America like Ford is." Ford says it builds about 80% in the U.S. (outside estimates put that number at more like 77%, but who's counting?). Of the cars it sells in the States, Ford builds the Maverick and Bronco Sport at its Hermosillo plant in Sonora, Mexico. In addition, the Mustang Mach E is manufactured in Cuautitlan, Mexico, and the Ford Edge is made in Ontario, Canada. Related: Forget Tesla, Ford is eyeing even bigger EV rivals Besides that, Ford builds most of the cars it sells here domestically. "All of our iconic vehicles, really – F-150, Explorer, Bronco; on the Pro side, Super Duty and Transit – are all 100% built here in the U.S.," said Ford Blue and Model e President Andrew Frick. Ford has backed Trump's tariffs from the beginning due to its formidable manufacturing footprint in the U.S. "Last year, we assembled over 300,000 more vehicles in the U.S. than our closest competitor. That includes 100% of all our full-size trucks," CEO Jim Farley said during the company's last earnings call. "In this new with the largest U.S. footprint will have a big advantage, and boy, is that true for Ford," he added. "It puts us in the pole position." Car dealers in America, both foreign and domestic brands, have benefited from the tariffs in the short term, as the threat of a 25% price increase has motivated buyers to go to dealer lots. But Bank of America is now saying that the growth it saw in consumer vehicle loan applications has declined from its peak in April, "suggesting that 'buying ahead' has largely run its course." Related: Ford reports another blowout sales month, but trouble could be ahead The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Miami Herald
18-06-2025
- Automotive
- Miami Herald
Ford orders dealers not to deliver Mustang Mach-Es over lockout recall
Ford Motor Co. has ordered its dealers not to deliver more than 320,000 all-electric Mustang Mach-E SUVs over an issue that can cause lockouts and entrapment. The Dearborn automaker is recalling approximately 207,181 model year 2021-2025 Mustang Mach-Es in the United States and another 120,000 internationally. In a notice of the safety recall dated Monday from Ford to dealers obtained by The Detroit News, the company orders its retailers not to demonstrate or deliver 2021-2025 model year Mach-Es until a fix is complete. A software update is coming soon to address this recall, Ford spokesperson Mike Levine said in a statement. An unexpected discharge of the vehicle's 12-volt battery under certain conditions can cause the front-door electronic latches to retain their last lock or unlocked status, according to the notice. If a driver or front passenger exits the front doors with the mechanical release inside, the doors can remain locked when closed, causing a lockout. If a child, animal or other occupant is left in the vehicle and unable to exit themselves, the situation could result in serious injury, particularly in hot weather. Ford, however, isn't aware of any reports of accident or injury related to this condition. Quality and warranty issues have been a major focus for the automaker in addressing its bloated cost structure in comparison to even crosstown rivals like General Motors Co. Andrew Frick, CEO of Ford's Ford Blue international combustion engine and Model e electric divisions, last week at the Deutsche Bank Conference highlighted double-digit quality improvements. U.S. sales of the Mach-E rose 11% in May and are up 2.8% in 2025 so far, benefitting from the automaker's "From America, For America" employee discount pricing offer and "Ford Power Promise" that covers the cost for EV buyers of a Level 2 home charger and its standard installation. The company disclosed early this month that its May gross stock of the SUV was 13,400 vehicles. Supply at the start of June was 82 days, according to auto information website Inc. Ford imports the Mach-E from Mexico, which means it now faces a 25% tariff imposed by the Trump administration. As a result, the automaker last month said it was raising the manufacturer's suggested price on the Mach-E by up to $2,000, with certain options also seeing an increase. The recall was unwelcome news for dealers like Jim Seavitt, owner of Village Ford in Dearborn, who has dozens of Mach-Es on his lot. "I was not happy to see that," he said, adding about the Mach-E: "It's been a good deal. If they can find a solution by early July, that would be good." Copyright (C) 2025, Tribune Content Agency, LLC. Portions copyrighted by the respective providers.
Reuters
05-02-2025
- Automotive
- Reuters
Ford's gas vehicles head to take on expanded role of leading EV unit
Feb 5 (Reuters) - Ford (F.N), opens new tab said on Wednesday the president of its gasoline vehicles business, Andrew Frick, would take on the additional role of leading its money-losing electric vehicle business. The company also said that Frick would continue to oversee Ford's commercial vehicles unit until a new leader is named. The Detroit-based automaker is expected to report a higher fourth-quarter profit later in the day. Stay up to date with the latest news, trends and innovations that are driving the global automotive industry with the Reuters Auto File newsletter. Sign up here.
