“Black women are trailblazers who don’t just move with the moment—they are the moment”.
You’re ambitious, powerful, and defined by your actions. Each choice you make is a meaningful “move” that sets trends and leads culture. At Ford, we recognize that Black women are trailblazers who don’t just move with the moment—they are the moment. Ford’s “It’s Her Motion” campaign goes live at the 2024 Essence Festival of Culture celebrating the dynamic spirit and undeniable impact you have on the world. Audacious and unafraid, you set the standard and create new traditions.
It’s Her Motion
This year’s Ford booth experience is inspired by the pop culture term “having motion.” Saying that you have “motion” is about more than just movement – it describes individuals who act with confidence and intention, it’s about owning one’s path, which Ford embodies. “It’s Her Motion” is all about conveying enthusiasm and ownership of ambition, representing our admiration for success.
Ford authentically embraces those same values: empowerment, progress, and the drive to take on anything. Which is why we’ve sustained our 15-year* partnership with Essence at the largest annual experiential event created for Black women. This commitment is anchored in an ongoing drive forward, EFOC cultivates development, fosters community, and enriches the feeling of self-determination, providing an unparalleled space to enjoy new experiences.
This year’s festival takes place on July 5-7, 2024, in New Orleans, Louisiana at the Ernest N. Morial Convention Center. Our aim is for guests to leave Ford’s “It’s Her Motion” booth feeling empowered by their lifestyle choices and encouraged to move forward with excitement.
Get Moving with Ford
It’s time to show off the motion you’ve made so far this year and the future moves that you have lined up. Are you ready to make moves with Ford? Join us for some unforgettable fun, rides, and vibes – including Ford Fit Checks, live interviews, stage performances, freebies, the Explorer Runway, and a chance to interact with our line-up of vehicles.
All summer long, Ford is empowering you to chart your path toward excellence by locking in on those culture-shifting moves you’ve got in mind. Ford is here to support you on the road towards moving freely with a diverse range of vehicles that match your motion.
Choose What Moves You
You choose how to make your mark, and we are right there with rides designed to move you forward with intention. Each model has unique characteristics and motion, like the Ford Mustang® which is all about those who own the road in style, or the Ford F-150® if you’re consistently rising to every challenge you come across.
You don’t follow outdated rules, you rewrite them. The Ford Bronco® SUV was created for those with a daily agenda of breaking boundaries. Meanwhile, the Ford Explorer® SUV believes in driving those who believe in powering up every moment. The choice is in your hands to pick what best fits your rhythm because, with Ford, you can make moves your way. Learn more at Ford.com.