Ford had a problem — their average driver was getting older and they struggled to engage younger generations against competitors. So we were appointed as their multicultural consultants to spearhead an innovative strategy to connect with diverse audiences across Europe, marking a shift towards inclusivity in the automotive sector.

Our approach, tailored to resonate with a new generation of drivers, integrates cultural insights and community engagement to redefine the Ford brand experience. Through targeted activations and initiatives, we built unique narratives for various ethnic groups, leveraging Ford's product lineup to meet the distinct needs of diverse communities. Our work has not only elevated Ford's presence in niche markets but has also enriched the brand's understanding of the evolving European demographic, fostering a more inclusive brand community and driving forward a new era of automotive loyalty and connection.