Ford

Product brand

An American automotive brand producing cars, pickup trucks, SUVs, commercial vehicles, and electric vehicles.

Last updated October 20, 2026

Overview

Ford is the core automotive brand of Ford Motor Company. Established with Henry Ford's involvement in 1903, the brand became historically important through the development of standardized, high-volume automobile manufacturing. Ford has long operated across major vehicle categories, including passenger cars, pickup trucks, SUVs, and commercial vehicles. In North America, it is particularly known for the F-Series pickup line, the Mustang sports-car nameplate, and a broad range of SUVs. As the automotive industry has shifted toward electrification and connected technologies, Ford has expanded into electric vehicles including the Mustang Mach-E. The brand's principal market is North America, with sales and manufacturing activities in Europe and other international markets.

History

The Ford brand belongs to Ford Motor Company, which was established in 1903. In its early development, Ford helped make automobiles more accessible through standardized designs, high-volume production, and assembly-line manufacturing. During the twentieth century, the company expanded across passenger cars, trucks, pickups, and commercial vehicles, building a broad manufacturing and distribution network in the United States and other markets. The Mustang and F-Series later became among the brand's most recognizable nameplates. In the twenty-first century, Ford has adjusted its product portfolio in response to stronger global competition, emissions regulations, and rising demand for SUVs and electric vehicles. It has introduced hybrid and battery-electric models while retaining a strong focus on North America and a broad automotive product range.

1903
Ford Motor Company Founded
Ford Motor Company was founded, marking the beginning of the Ford brand.

Products and positioning

A comprehensive automotive brand serving the mass market and commercial sectors, emphasizing practicality, durability, driving performance, and capabilities in pickup trucks and SUVs.

Pickup Truck
F-Series
One of Ford's best-known pickup lines, covering vehicles for personal and commercial use and emphasizing towing, payload capacity, and versatility.
Sports Car
Mustang
Ford's iconic sports-car line, recognized for its performance-oriented image and broad market reach across multiple powertrain and body variants.
SUV
Explorer
A major Ford SUV aimed at family and multipurpose travel, emphasizing interior space, comfort, and everyday and long-distance usability.
SUV
Bronco
Ford's off-road-oriented SUV line, highlighting outdoor use, capability, and customization within the brand's SUV portfolio.
Commercial Vehicle
Transit
Ford's commercial van line for cargo, passenger transport, and professional applications, offered in different sizes and configurations across markets.
All-Electric SUV
Mustang Mach-E
A battery-electric SUV introduced under the Mustang name, representing Ford's move into electrification while combining a sporty design direction with electric propulsion.

Controversies

2026
Ford recalls F-150 and F-250 Super Duty vehicles over rear-view camera issue
Ford recalled 7,362 F-150 and F-250 Super Duty vehicles in Canada because a software problem could block part of the rear-view camera image. Ford said it would notify owners and send an over-the-air software update, with a dealership appointment available as an alternative.
Source
2026
Ford recalls Mustang Mach-E vehicles over window trim hazard
Ford recalled 14,950 2023 and 2024 Mustang Mach-E vehicles in Canada because the rear quarter window glass trims could loosen and separate, creating a road hazard. Ford said it would notify drivers and advise them to have the vehicles inspected and, if necessary, have the trims replaced.
Source
2025
Ford recalls over 45,000 Mustang Mach-E vehicles over faulty headlight module
Ford is recalling approximately 45,047 certain 2025-2026 Mustang Mach-E vehicles because the Light Driver Control Module B may fail, preventing turn signals, daytime running lights, low beam and high beam headlights from lighting, according to a Dec. 18 NHTSA recall letter. Ford plans an over-the-air software update or free dealer software update, with owner notification letters expected Jan. 30 and a remedy expected in April 2026.
Source
2020
Ford sues over alleged Ford GT resale scheme
Ford filed a lawsuit against Canadian retailers and customers, alleging that they improperly acquired a 2018 Ford GT as part of a scheme to resell the vehicle. According to the report, the alleged conduct violated a purchase agreement that required the buyer to retain the car for 24 months after delivery.
Source
2020
Ford recalls Puma SUVs over driver's airbag fault
Ford confirmed that deliveries of the Puma crossover had been suspended and that vehicles already sold were to be recalled after the car maker found issues with the driver's airbag retention springs, which could cause the safety device to become detached in a crash.
Source
2020
Ford recalls 240,000 vehicles over suspension part
Ford Motor Company issued a global recall of 240,000 cars and SUVs over a potential suspension-part failure that could lead to an accident. The recall covered specified Ford Taurus, Ford Flex and Lincoln MKT model-year 2013–2018 vehicles.
Source
2020
Ford announces recall of 240,000 vehicles
In February 2020, Ford announced a recall affecting 240,000 vehicles, according to a source headline. The available article text provides no further details about the recall, such as the models involved, the reason for the recall, or any remedy or outcome. This note records only the fact of the announcement as reported in the headline and does not include additional information beyond that source.
Source
2020
Ford recalls vehicles over suspension risk
Ford recalled more than 240,000 vehicles worldwide because a suspension part could fracture and increase crash risk. The recall covers specified Ford and Lincoln models from model years 2013 through 2018; dealers will replace the rear toe links. Ford said it was not aware of crashes or injuries caused by the issue in this batch.
Source
2020
Ford agrees to Focus and Fiesta transmission class-action settlement
Ford Motor Co. agreed to settle a class-action lawsuit involving nearly 2 million current and former owners of Focus and Fiesta vehicles with DPS6 dual-clutch transmissions. A lawyer for consumers said the payout could exceed $100 million.
Source
2019
Ford recalls about 322,000 cars over battery fire risk
Ford recalled about 322,000 cars because their batteries could catch fire due to acid leakage. The recall covered Mondeo, S-MAX and Galaxy vehicles manufactured between February 13, 2014, and February 11, 2019. About 101,000 of the affected cars were in Germany.
Source

Recent events

2026
Ford adjusts its marketing message toward vehicle capability[27]Ford adjusts its marketing message toward vehicle capabilityusatoday.com
Campaign
Ford’s reported 2026 marketing direction places greater emphasis on the capability of individual vehicles, including Bronco off-road performance, Mustang track performance and F-Series work utility.
2026
Ford promotes dealership service through “Real Parts. Real Pros. Real Easy.”[28]Ford promotes dealership service through “Real Parts. Real Pros. Real Easy.”telegraphherald.com
Campaign · Other
Ford introduced a service and parts campaign highlighting Motorcraft components, dealership technicians, mobile repair and pickup-and-delivery services as vehicle fleets age.
2025
Ford introduces the global “Ready, Set, Ford” brand campaign[29]Ford introduces the global “Ready, Set, Ford” brand campaigncnbc.com
Campaign
Ford launched a global brand platform designed to move beyond vehicle-first advertising and emphasize capability, passion, community and trust. The campaign was presented as a major change in the company’s marketing approach.
2025
Ford uses racing storytelling to connect motorsport and production vehicles[30]Ford uses racing storytelling to connect motorsport and production vehiclesautoweek.com
Campaign · Product launch
A Ford campaign on Apple TV used sequential advertising to connect Formula 1, off-road racing and workplace applications with engineering and capability in Ford road vehicles.
2023
Ford Australia announces Basketball Australia partnership[31]福特澳大利亚宣布与澳大利亚篮球协会合作en.wikipedia.org
Campaign
Ford Australia announced a multiyear partnership with Basketball Australia, placing the Ford brand on the jerseys of Australia's men's and women's national basketball teams.
2023
Ford reaches third position in Vietnam's automobile market[32]福特在越南汽车市场达到第三位en.wikipedia.org
Other
Ford was reported to have a 13.9 percent share of Vietnam's automobile market, placing the company third among automobile companies in the country.
2022
Ford reorganizes around Ford Blue, Model e and Ford Pro[33]福特围绕福特蓝色、Model e和福特Pro进行重组media.ford.com
Product generation
The company established business divisions for traditional and hybrid vehicles, electric vehicles, and commercial products and services.
2022
Ford provides Cork Lord Mayor with a Mustang Mach-E[34]福特向科克市长提供Mustang Mach-Een.wikipedia.org
Product launch · Campaign
The long-running Ford vehicle presentation tradition associated with the Lord Mayor of Cork continued with a Mustang Mach-E after the planned discontinuation of the Mondeo.
2020
Ford announces investment to expand Vietnamese production capacity[32]福特在越南汽车市场达到第三位en.wikipedia.org
Other
Ford announced increased investment in its Vietnamese operation, with the planned expansion intended to raise annual capacity at the Hai Duong assembly plant to approximately 40,000 vehicles.
2019
Ford restructures Victorian engineering operations[31]福特澳大利亚宣布与澳大利亚篮球协会合作en.wikipedia.org
Leadership change · Other
Ford confirmed that more than 100 workers and contractors across Victorian facilities would lose their jobs as the company consolidated operations. Some remaining Australian engineering work was assigned a strategic role in the development of a medium-sized pickup program.

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Overview

History

Products and positioning

Controversies

Recent events

Related entries

Sources130 sources

Overview

History

Products and positioning

Controversies

Recent events

Related entries

Sources130 sources