How a deeper focus on Americanism can transform Ford’s business model
In a rapidly evolving automotive landscape, Ford, an iconic American brand, embarks on a transformation to become a more customer-centric and data-driven company. This strategical move enables Ford to increase customer satisfaction, forge deeper emotional connections with its customers, and become more innovative. But, by embracing Americanism more fully, Ford can accelerate its transformation and establish itself as a leader in the automotive industry, similarly to how Levi’s and Apple have done in their respective markets.
What is Americanism? Americanism is a term used to describe the characteristics, beliefs, and values that are considered to be typically American. However, at its core, it presents a strong sense of patriotism and national pride, individualism, liberty, as well as the idea of opportunity and prosperity with the concept of the “American dream”. Think of the statue of liberty, it serves as a symbol of these kind of ideals and more I’m sure. So, when a brand associates itself with this ideology its to evoke a specific type of emotion. Incorporating iconic American imagery and symbols, referring to the stories that shaped American culture & heritage. There is even more of an emphasis when tapping into the culture by leveraging the popularity and influences of iconic people like Sydney Sweeney, by collaborating with them to reach a wider audience and appeal to consumers who admire and identify with them. Companies also demonstrate their commitment to understanding the world and communities by staying relevant with current affairs or trends and actively participating in specific initiatives. Companies that have done so successfully are by the likes of Levi’s and Apple.
Levi’s, a renowned American clothing brand, was able to successfully rebrand itself as a result of a number of factors such as maintaining its quality of clothing, global expansion, cultural relevance, diversification (in terms of their products outside of denim clothing like footwear and accessories), rebranding efforts (changing their logo & marketing campaigns) and sustainability efforts. Even in this simplified list, the magnitude of these initiatives is evident. Nonetheless, Levi’s has positioned itself as a reliable and timeless brand by leveraging elements of American culture, such as music, movies, fashion, and lifestyle, which are widely consumed and admired around the world. As a result, customers outside the United States are already familiar with and appreciate Levi’s iconic status.
Apple on the other hand, are known for creating products that are high performing and aesthetically pleasing. The company has not only committed to innovation but also in creating a strong brand identity. That has enabled them to cultivate an unmatched customer loyalty, that is also willing to pay a premium for its products.
While Ford may not be able to replicate the exact approaches of these companies, Ford has an opportunity to leverage so much more of what it has or could have.
Ford revolutionised the automotive industry with its introduction of the Model T in 1908. “[Henry Ford’s] simple but effective vehicle was built with a revolutionary approach: the moving assembly line. An efficient, linear, and repetitive process enabled him to slash the price of personal vehicles, and the buyers followed, Most cars at the time cost around $2,000. Ford priced his at $850. In the early years Model T sales numbered in the thousands. Ford kept ramping up production and further lowering prices, arguing, “Every time I reduce the charge for our car by one dollar, I get a thousand new buyers.” By the 1920s Ford was selling millions of cars every year. Middle-class Americans could, for the first time, afford motorised transport. Automobiles proliferated with immense speed. In 1915 only 10 percent of Americans had a car, by 1930s the numbers has reached an astonishing 59 percent.” (Quote from the book Quiet by Susan Cain)
This had a profound impact on American society, as it allowed more people to own and operate their own vehicles, transforming transportation and personal mobility. Impacting the entire automotive industry as well as the change in manufacturing became a standard practice in modern manufacturing.
Ford’s contributions to American transportation also extended to infrastructure development. The company played a key role in advocating for and supporting the construction of roads and highways, which were essential for the growth of travelling in a car.
These are only a few examples, but they demonstrate how Ford in particular can go beyond its brand when it encompasses Americanism. The company’s inventions and achievements have greatly impacted communities and have made it easier for people to travel throughout the nation as well as the transport of goods in the United States. This history can be used to establish connections with customers worldwide.
By realising that these principles aren’t bound by nationality and embracing a culture of innovation and inclusivity, even those of us from outside the States can contribute to the brand’s success and impact. As we embody these values, we can spark a global movement towards innovation, inclusivity, and impactful change, cementing the brand’s position as an industry leader.
