Earned & Paid
Companies · Auto

Ford

AdvertiserF

Ford spent $2.70B on advertising and marketing in fiscal 2025, down 3.6% on the year before and -25% since 2019. That's 1.4% of revenue, less than in 2019: the business outgrew its marketing.

$2.70Bmarketing spend, FY2025
-3.6%vs the year before
1.4%of revenue (-0.9 pts vs 2019)

Marketing spend by year

2012: $4.00B2013: $4.40B132014: $4.30B2015: $4.30B152016: $4.30B2017: $4.10B172018: $4.00B2019: $3.60B192020: $2.80B2021: $3.10B212022: $2.20B2023: $2.50B232024: $2.80B2025: $2.70B251.4%

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

Say vs do

We found no statement about the size of Ford's marketing budget on its earnings calls or in its 10-Ks, so here is its record against its peers.

What they said

No statement about the size of its marketing budget.

What they did

YearMarketing spendChangeShare of revenue
FY2025$2.70B-3.6%1.4%
FY2024$2.80B+12.0%1.5%
FY2023$2.50B+13.6%1.4%
FY2022$2.20B-29.0%1.4%
FY2021$3.10B+10.7%2.3%
FY2020$2.80B-22.2%2.2%

Against its peers. Compared with the 2 other Auto advertisers we track (General Motors, Tesla): last year -3.6% (median +10.1%).

In interviews, its leaders made 107 statements about marketing: 1 argued for investing in brand and 0 for cutting.

How we check: a statement gets a verdict only when it's clearly about the size of the whole company's marketing budget over a full fiscal year; we compare it with the advertising and marketing expense in that year's 10-K. Statements about one quarter, one brand or channel, or the mix between brand and performance can't be checked against annual filings.

What they say about media

The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.

Creative campaigns 3× since 2020

In the news

Peers

General MotorsTesla