Dearborn — When economic indicators flash warnings, companies often look to cut costs even in places like advertising, but Ford Motor Co. on Wednesday launched a new global marketing strategy with the tagline: "Ready Set Ford."

U.S. sales at the Dearborn automaker are up 6.6% year-to-date. That followed summer promotions meant to offer confidence to consumers amid the Trump administration imposing new tariffs that Ford says will cost it $2 billion this year. August missed projections for U.S. job growth, and unemployment hit its highest level in four years. Federal electric vehicle tax credits will be eliminated at the end of the month too.

Ford isn't disclosing how much it's spending on the company's first global marketing strategy since "Go Further" more than a decade ago. But it's "e

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