Ford Refounded

A new era for Ford, proving that legacy companies can win amid new technologies and fast-moving competition

Facing a competitive landscape of disruptive technologies and new EV makers, Ford embarked on a bold transformation to fuel innovation and accelerate growth. This “refounding” reorganised the 120-year-old company into three customer-focused segments, enabling the speed of a startup while leveraging Ford’s engineering expertise and production scale. The transformation also introduced a new financial reporting structure and KPIs to drive performance.

Ford ‘Refounded’

We launched the “Refounded” campaign to showcase Ford’s sweeping transformation to key stakeholders—analysts, investors, media, employees, and dealers. Over six months, the campaign positioned Ford as a nimble, tech-driven leader shaping the future of transportation.

As CEO Jim Farley put it, “The history that matters now is the history we are making now”.

Ford’s reorganisation into three customer-focused segments – Ford Blue for iconic gas and hybrid vehicles, Ford Model E for groundbreaking EVs, and Ford Pro for commercial solutions – marked a groundbreaking shift in the global auto industry, with a commitment to transparency as the company transitions to an all-electric future.

A sustained, multi-faceted campaign

The six-month campaign was designed to build long-term credibility for the Ford+ Plan, showcasing the team’s ability to deliver, rather than just boosting short-term stock or news coverage.

The campaign was anchored by two major events around Ford’s Q1 2023 earnings. Imagination supported the delivery of management presentations and educational films for these events to help stakeholders understand and advocate for the new future Ford is building.

New financial reporting teach-in

In March, Ford held a pivotal financial reporting Teach-In at the New York Stock Exchange, led by Ford CFO John Lawler and Controller Cathy O’Callaghan, treating it like a Master Class for investors and analysts. The formal presentations were followed by a 60-minute live Q&A, a dedicated lunch for sell-side analysts, and a series of buy-side​ calls in the afternoon with its top investors.

To mark the occasion, Ford rang the NYSE opening bell, accompanied by a vehicle display and a “Ford Refounded” banner. This drew attention to Ford’s fresh product lineup from passersby on Wall Street, creating a media moment shared with audiences nationwide.

Refreshed quarterly earnings presentation

Our team revamped Ford’s IR collateral using the new corporate branding to present a modern face to investors. For the first quarter of 2023, the inaugural release under the new reporting structure, Ford delivered a completely redesigned presentation deck, overhauling everything from images to data charts.

This refresh was crucial, as earnings are a key opportunity for Ford to showcase progress on the Ford+ strategy. The result was a compelling presentation of financial results, segment updates, and forward guidance, which resonated well with investors, leading to widespread sharing on financial platforms.

Delivering Ford+ Capital Markets Day

Ford hosted a two-day “Delivering Ford+” Capital Markets Day at its Dearborn HQ, gathering analysts, investors, media, and employees for an in-depth update. The event was structured into three chapters, offering a deep dive into the company’s new business segments, including their KPIs and performance targets.

Day one, filmed and shared online, showcased Ford’s full product lineup and digital experiences at the test track. Day two, webcast live, featured presentations from CEO Jim Farley and CFO John Lawler on the Ford+ plan’s impact, with segment heads detailing growth opportunities. The day ended with a networking lunch and breakout sessions on digital experiences, EV industrialisation, and the future of Ford Pro.

IR Magazine 2023 Best Investor Event (Large Cap) Award

For the audience

Through events, management presentations, and videos, we helped stakeholders understand and champion Ford’s new direction.

For the brand

The ‘Refounded’ campaign established Ford as an unmistakably different company from the one of the past. The richness of interactions with senior leaders and products allowed stakeholders to see Ford as an innovator and growth business once again.