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Ford on Wednesday rolled out a new advertising campaign that the company said will mark a "fundamental shift" in its branding strategy — and comes as the auto industry deals with major uncertainty.

The automaker's new strategy, titled "Ready, Set, Ford," goes beyond vehicle-first advertising, Ford said, and instead focuses on the people who buy its cars. It involves four fundamental promises: capability, passion, community and trust.

The auto industry is facing a crucial crossroads as companies deal with President Donald Trump 's tariffs and an overall consumer pullback in spending. Despite uncertainty with various sectoral tariffs , Trump's auto tariffs have remained more or less unchanged, with a 25% tari

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