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May 07.2025
2 Minutes Read

How Ford Performance's High-Octane Launch Engages Stakeholders in 2025

Ford Performance drivers launch season giving thumbs up in rally car.

Revving Up Engagement: Ford Performance's Innovative Approach

At its recent 2025 Season Launch, Ford Performance unleashed a bold, experiential event strategy that aimed to connect deeply with a wide array of stakeholders. Press, drivers, fans, and dealers gathered at Charlotte Motor Speedway for a day filled with excitement that transcended typical auto shows. This year, Ford flipped the script to emphasize interaction, showcasing its commitment to not just motorsports, but also to lifestyle branding.

Exclusive Access and Immersive Experiences

The heart of the event was a press preview, curated to give media a hands-on experience with Ford's latest innovations. Attendees had the opportunity to drive — or at least ride — in new vehicles like the NASCAR Mach-E Demonstrator, enticing the media with a taste of exclusive content for their stories. Jay Ward, director of global communications for Ford Performance, stated, “We want to provide unique experiences that create richer narratives, facilitating genuine connections between the brand and its audience.”

Connecting with Diverse Audiences

The evening event at The Revelry catered not just to die-hard racing fans but also to 'motor sports flirts'—individuals who may not consider themselves hard-core fans, but are drawn to the culture through gaming and lifestyle. Engaging both demographics was crucial for Ford, who ensured that the event included driver meet-and-greets, sim racing competitions, and an exclusive Ford merchandise line.

The Power of Live Streaming in Today's Marketing Strategy

In a testament to modern marketing, Ford also turned to technology to maximize engagement beyond its physical attendees. By live-streaming sections of the event, they successfully reached numerous fans who could actively participate from home, demonstrating the need for brands to embrace digital platforms. With over 500,000 views during the livestream, the event expanded Ford's reach significantly and illustrated the effectiveness of hybrid events in the current climate.

Building a Community Around Innovation

The blend of motorsports and lifestyle resonated throughout the launch, reinforcing Ford's goal of becoming a lifestyle brand rather than a mere automotive manufacturer. Jeannee Kirkaldy, global marketing manager at Ford Performance, remarked on their success, stating, “Our standard is elevated, whether our events are big or small.”

Implications for Dealership Management

For dealership principals and GMs, understanding Ford's innovative strategies is more than just watching an event; it's a lesson in engaging their customers on multiple levels. As automotive competition intensifies, applying similar experiential marketing tactics could be the key to enhancing customer loyalty.

Conclusion: Start Your Engines!

The event not only highlighted Ford's robust plans for the year but also showcased the importance of adaptability in automotive marketing strategies. Dealerships can benefit from implementing similar approaches to tap into a broader audience and maintain relevance in today's evolving automotive landscape.

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Elevate Your Dealership Strategy: Insights from Episode 47 of The Big Idea Pod-Cast

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