Ford Launches “Ready Set Ford” in Australia Ahead of the Australian

Ford Australia has rolled out its global brand platform, “Ready Set Ford,” across Australia and New Zealand ahead of the Australian Grand Prix, marking the first time the automaker has launched a primary brand platform in these markets in around 15 years. The campaign is designed to elevate Ford’s master brand by putting customers and their lifestyles at the center of the story.

Why Ford Is Launching This Platform Now

“Ready Set Ford” arrives at a moment when Ford wants to shift from campaign-led messaging to a clearer, long-term brand idea that can unify every vehicle under one promise. After a run of strong integrated marketing efforts in 2025, the brand is using this platform to show what it stands for in a new era of engineering and design, with the customer as the starting point rather than the spec sheet.

What “Ready Set Ford” Stands For

At its core, the platform positions Ford as a brand rooted in capability, passion, community, and trust. It frames Ford as a partner for people who drive progress, helping them feel ready for what’s next, whether that means building a business, chasing performance, or exploring beyond the usual routes. The tone is simple and energetic, designed to “inspire minds and rev hearts” with a message that is easy to recognize across every touchpoint.

The Three Lifestyle Pillars: Build, Thrill, Adventure

The campaign is organized around three lifestyle pillars that translate the lineup into human motivations. “Build” centers on working hard and supporting others, reflected in vehicles like the Ranger and Transit. “Thrill” highlights performance and adrenaline, embodied by the Mustang and Ranger Raptor. “Adventure” focuses on exploration and the path less traveled, represented by the Everest. Together, these pillars help Ford speak to different audiences while keeping a consistent brand voice.

How the Australian Grand Prix and F1 Return Amplify the Story

The rollout begins from mid-February and becomes highly visible around the Australian Grand Prix in March, when attention and cultural relevance spike in Melbourne. The timing also strengthens the narrative as Ford returns to Formula 1 through Oracle Red Bull Racing, reinforcing the “Thrill” pillar in a way that feels natural, not forced. Ford is also integrating the platform into launch advertising for the all-new Ranger Super Duty, positioning it as the apex of the Ranger brand and a heavy-duty work vehicle that fits the “Build” pillar perfectly.

What Marketers Can Learn From This Launch

“Ready Set Ford” shows how a brand can scale a single idea across products and channels by anchoring it in lifestyle rather than features. The three-pillar structure makes it easier to build creative consistency, segment messaging without fragmentation, and stay recognizable across OOH, DOOH, social, and film. Pairing the platform launch with a major cultural moment like the Grand Prix adds instant visibility and emotional energy, turning brand strategy into something people actually feel in the real world.