Ford’s response to newly imposed tariffs in 2025 marked a turning point in the American automotive market. Rather than simply absorbing the cost increases or passing them quietly onto consumers, Ford launched a bold pro-America campaign that emphasized its heritage, domestic manufacturing, and commitment to American workers. This move resonated strongly with buyers who were already feeling the effects of economic uncertainty and growing national pride.
The campaign featured advertisements highlighting Ford’s long-standing presence in the United States, the number of American jobs supported by the company, and the fact that many of its vehicles are built in U.S. factories. Slogans and messaging focused on “Built for America” and “Driving America Forward,” appealing directly to consumers’ sense of patriotism. Ford also took the opportunity to showcase its investment in new technologies and its role in supporting local communities.
The results were immediate and dramatic. Ford’s sales surged by 13.6 percent in the second quarter of 2025, overtaking Toyota to become the number one brand in the U.S. market. The Ford F-Series remained the country’s best-selling vehicle, and models like the Ford Explorer, Maverick, Bronco, and Bronco Sport all saw significant double-digit growth. In contrast, Toyota’s growth was more modest, and it could not match the momentum generated by Ford’s campaign.
Dealers reported that customers were specifically mentioning the campaign and the desire to “buy American” as reasons for choosing Ford over competitors. The tariffs, which initially threatened to disrupt the market, instead became a rallying point for Ford’s resurgence. The company’s proactive, patriotic messaging not only helped it weather the trade war but also allowed it to reclaim the top spot from its Japanese rival, setting a new benchmark for how automakers can turn economic challenges into brand-defining opportunities.
