In 2020, Ford of Mexico had a new task: to position itself away from the mainstream brands and move closer to premium brands.

But how could we turn our traditional retail into a more premium one?

Simple. We transformed our hard-sell, into a more compelling and upscale communication in retail, where both brand image and offer could successfully merge.

That’s how we came up with the You Are Our Engine, where we focused on the real engine that moves Ford: the consumer. Results showed a significant lift to purchase consideration, that clearly convey the message of strength and quality.