• Ford Motor's advertising spending in the U.S. 2018

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In 2018, Ford Motors spent 2.33 billion U.S. dollars on advertising in the United States. In the decade before that, Ford Motors started off strong by investing in advertising approximately 2.5 billion U.S. dollars in 2007, but had a turbulent path since. Besides 2007, the company’s advertising spending also peaked in 2013 and 2015. In 2013, Ford bought a 60-second advertising spot for the Lincoln brand in Super Bowl, which was surprising, since the company usually does not advertise in the sporting event.

Ford Motors: revenue and research

In 2018, Ford Motors generated 160 billion U.S. dollars in revenue, ranking behind automotive heavyweights like Volkswagen and Toyota Motors, but managed to stay in the top five leading car manufacturers worldwide.
The company cited global redesigning for the lack of higher revenues, like the decision to create a standalone Chinese business unit, and an alliance with Volkswagen AG to jointly develop commercial vehicles beginning in 2020. This alliance is aimed at efficient product development, and saving on investment costs, but won’t entail a cross-ownership.
The automotive giant spent over eight billion U.S. dollars on research and development in 2018. Ford states that they are now focusing on smart vehicles built on trusted self-driving systems. The company established Ford Smart Mobility LLC in 2016 to develop and invest in mobility services.

Ford Motor Company's advertising spending in the United States from 2007 to 2018 (in billion U.S. dollars)

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Release date

June 2019

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Region

United States

Survey time period

2007 to 2018

Supplementary notes

The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology. Figures for the period 2007 to 2013 come from earlier AdAge publications.