Ford Canada is launching a new Canadian campaign, There’s No Can’t in Canada.
At a time when Canada is navigating economic uncertainty, shifting trade dynamics and continued pressure on manufacturing, Ford says it is using this moment to make a statement about its long-term commitment to Canada and the people, communities and operations that have shaped its business here for more than 122 years.
The company says the campaign reflects a belief that has long defined Canadians: when challenges arise, we don’t back down – we find a way forward. More than a campaign, it is an expression of Ford’s confidence in Canada’s future and its intention to continue building that future here as a manufacturer, employer, innovator and community partner, adds the motor vehicle brand.
Building on its nearly $5 billion investment in Oakville and continued investment in its Windsor Operations, Ford said its commitment spans its entire Canadian network – from manufacturing plants to its Connectivity and Innovation Centres, Parts Distribution Centres, and the more than 430 dealers and 6,500 employees across the country.
To demonstrate this appreciation, Ford Employee Pricing will run until Sept 30, offering this opportunity for savings to every customer.
More than a retail offer, it’s a demonstration of Ford’s gratitude for the Canadians who have supported the company for generations and its commitment to helping them at a time when affordability remains top of mind, said the company.
In an article, Bev Goodman, President and CEO, Ford of Canada, said the company has been part of Canada for more than 122 years.
“We’re close to opening Ford’s all-new Oakville Assembly Complex. Close to $5 billion of investment, retooled from the ground up, including a new stamping plant, so we can build the Super Duty right here,” she said.
“It’s coming online at an odd moment for this industry. Trade friction. Electric vehicle timelines that keep moving. Costs that make everyone nervous. New competitors nobody was worried about a decade ago. But when things get hard, our instinct here at Ford has generally been to figure it out rather than pack up.
“Right now, with Oakville, that instinct means doubling down instead of pulling back. Same goes for our engine plants in Windsor.”
Goodman said the campaign is not really a slogan but more a way people in this country already think. Something goes wrong, and the question isn’t whether you’ll fix it, it’s how.
“There’s a real current of pride running through this country at the moment, and people can tell the difference between a company that’s decorating itself in a flag for a quarter and one that’s actually built something here,” said Goodman.
“We’d rather point at Windsor, Waterloo, Ottawa, Markham, and Oakville – actual buildings, actual jobs, actual people who’ll still be there next year – than at a maple leaf in an ad. We’re an American company, and I won’t pretend otherwise. But we’ve been living here long enough, building here long enough, that I think of us as a citizen of this country as much as a visiting one.”
Paul Roy, Vice President, Marketing, Ford of Canada, said Canada is in a period of change, with Canadians navigating real economic uncertainty, shifting trade dynamics and continued pressure on manufacturing.
“This felt like the right moment to reaffirm our commitment to, and confidence in, Canada and its future. That’s the spirit behind There’s No Can’t in Canada. For 122 years, Ford has faced challenges alongside Canadians, choosing resilience and investment over retreat. We want Canadians to see this as a statement of confidence in them, in this country and in the future we’re building together,” he explained.
Roy said Ford’s commitment to Canada is reflected in what its built here.
“That includes more than $5 billion invested in Oakville Assembly Complex to build Super Duty and a new stamping plant, along with continued investment in Windsor, Waterloo and Ottawa,” he said. “It also includes our network of more than 430 dealers and 6,500 employees across the country, who connect Ford to customers and communities every day.
“The impact should be measured by the affirmation that Canadians see Ford as a trusted, proven partner with deep roots in this country – one that continues to invest in Canada’s future.”
Roy said Ford Employee Pricing is the company’s way of saying thank you to the Canadians who have supported Ford throughout its 122 years in this country.
“We don’t take that relationship for granted, and at a time when affordability is top of mind for many Canadians, Ford Employee Pricing gives customers the opportunity to pay what Ford employees pay, with no fine print and no games. There’s also a very real employee connection at the heart of this,” he said.
“We cast Ford employees in the campaign because we wanted Canadians to see some of the actual people behind Ford in this country. These are the people who are part of our operations and communities, and who help bring our commitment to Canada to life every day.
“Ford Employee Pricing is one way we can show our appreciation to customers, but “There’s No Can’t in Canada” is a much broader story about the relationship we’ve built with Canadians over generations and our commitment to continuing that relationship into the future.”
Roy said Ford’s long-term commitment to Canada hasn’t changed, but the industry continues to evolve, so it needs to stay agile and responsive.
“That said, the strength of our Canadian footprint is clear: manufacturing in Oakville and Windsor, innovation centres in Waterloo and Ottawa, parts distribution centres that support customers across the country, and more than 430 dealers serving local communities each day. That combination gives us a strong foundation to keep investing in Canada and adapting for the future,” he said.
“You don’t build a 122-year relationship by taking it for granted. Looking ahead, our focus is on continuing to earn the trust Canadians have placed in Ford by investing in this country, supporting our communities and delivering the capable vehicles Canadians rely on every day.
“That relationship will keep evolving, but our commitment to Canada remains constant. We want to be seen as a trusted partner that shows up for Canadians and stands behind the communities where we live and work. Success for “There’s No Can’t in Canada” is strengthening that connection and reinforcing Ford’s confidence in Canada’s future.”
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