The Issue:

Being tough used to be cool. It meant you were strong and no one messed with you. But today, being tough is associated with being a jerk, a bully, all brawn and no brains.

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For over 40 years, Ford trucks were known to be Built Ford Tough. Both in quality and personality. But Ford saw its future at risk. Its largest customer base of older white men were aging. Younger, non-white customers were turning to less expensive and more inclusive truck brands like Ram and Toyota. The #1 selling vehicle in America had a perception problem. At the same time, the automotive landscape is going through a massive transformation to EVs and AVs. Ford knew it needed to evolve quickly, particularly with its prized asset: Built Ford Tough.

 

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Lens of Empathy:

We conducted a holistic exploration of the ever-evolving concept of toughness. We spoke with truck owners from diverse backgrounds, ethnicities and gender identities to learn when, where and how they express toughness in their personal lives. We scoured both popular and emerging trends and performed semiotics analyses to see how expressions of toughness is showing up in culture. From this, we were able to reframe what it means to be tough for the brand who is the embodiment of tough in American culture.

 

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Our Impact:

From our analysis and insights, Ford doubled-down on its brand promise of Built Ford Tough yet with an empathetic shift in how it demonstrated what it means to be tough. Beyond the physical toughness of a work truck, we leaned into the mental and emotional toughness needed in the outdoor adventure space and expanded into more urban markets. Ford broadened its audience base, diversifying the customers portrayed in its marketing. Apart from marketing, the work we did influenced product development and design for Ford’s truck segment by steering Ford toward more truck models and trim levels to address different customer needs. Our work has impacted Ford’s share of market in more truck segments, ultimately ensuring the future success of the most profitable automotive brand in America.