Ford: We do

Ford Motor Company, an automotive brand, formed partnerships with Black outdoor organisations to redefine adventure for Black US consumers, position the Ford Bronco family in a new space beyond racing and reassure consumers that they're not alone in their passions.

Summary

Enjoying the outdoors is not exclusionary, but there is a misconception that Black women don't embrace the beauty and therapeutic benefits the outdoors provide. This has caused automotive brands to steer away from aligning their outdoor-focused nameplates with Black women.

However, the atmospheric rise of Black outdoor groups has provided an outlet for authentic outdoor Black experiences, including fitness, meditation, and gatherings with family & friends.

Black Americans are engaged with the outdoors and can see how capable, outdoor-themed vehicles can be aspirational, practical, and desirable to complement and serve their lifestyle needs.

Marketing challenge

Based on our learning,...

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