Ford deletes all Instagram posts in mysterious social-media reset

Ford US has just deleted every single one of its posts on Instagram in a mysterious social-media reset.

This is the start of a new chapter for the company.

But it’s unclear where that’s going to take us.

In the meantime, all we have is a cryptic video.

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Why Ford US rebranded

Ford deleted all of its social media posts and uploaded a new video with the caption: ‘Ready, Set, Ford’.

The idea is to rebrand from a product-first company to a human-first company.

For the ‘Ready, Set, Ford’ campaign on social media, Ford also created a 60-second spot called ‘Anthem’ that will air on television in the US.

The spot ends with a quote from Henry Ford.

“Whether you think you can or think you can’t, you’re right,” the quote goes.

Now we just have to wait and see what comes next.

More importantly, we have to wait and find out what that means for the cars.

Will Ford continue to produce the cars it’s been producing so far, or will it completely change its design language like other brands did?

Also, something else worth noting is that, at least for now, only Ford’s US account has done this, other country-specific accounts like Ford Italia or Ford UK look exactly the same as before.

Where have we seen this before?

When brands delete (or archive) all of their social media posts, it’s usually because they’re gearing up for some sort of major rebranding.

Jaguar did it right before the unveiling of the new logo, new ‘brand identity’, and the futuristic concept that previews the brand’s first ultra-luxury EV that’s coming in a couple of years.

No one was really expecting that from Jaguar, but the Indian-owned British brand was struggling to find its footing amid dwindling sales, and so a total brand overhaul, while not expected, was perhaps not shocking.

By contrast, Ford already has a clear space in the market and is doing just fine, so this rebranding is perhaps just a way to up the ante.

We’ll find out more soon enough.