- 2018 marked the 10th consecutive year Ford Motor Company has served as exclusive automotive sponsor of the ESSENCE Festival®, which took place this past weekend in New Orleans
- Festival-goers had the chance to join in the fight against breast cancer with Ford Warriors in Pink, and fashion designer and Warriors in Pink ambassador Tracy Nicole
- Ford Super Lounge hosted a star-studded lineup including MC Lyte, Idris Elba, Big Freedia, Jussie Smollett and others
DEARBORN, Mich., July 13, 2018 /PRNewswire/ -- Ford Motor Company celebrated the Fourth of July weekend in New Orleans as part of the annual ESSENCE Festival®. As the exclusive automotive sponsor for the 10th consecutive year, Ford celebrated 10 Years of Sisterhood and gave festival-goers the opportunity to get up close and personal with its latest lineup of vehicles, including the new 2018 Ford F-150 and 2018 Ford Mustang.
The ESSENCE Festival continues to be a cultural celebration mixing empowerment and music into one fun-filled weekend. The event gives Ford the opportunity to demonstrate the company's go further brand promise, showcase its latest vehicle lineup and interact with consumers.
"The power of sisterhood is amazing and there's no better way to spend time than with your sisters than at ESSENCE Festival," said Raj Register, Manager, Cross Brand Strategies and Growth Audiences at Ford. "In celebrating ten years of sisterhood at this year's festival, Ford was proud to showcase its continued advocacy and commitment for all women to live their best lives through entrepreneurship, financial strength and self-empowerment."
As part of the festivities, 10 women entrepreneurs presented 60-second pitches to Tiffany "The Budgetnista" Aliche centered around their existing business or organization and how a vehicle can help elevate it to go further. Aliche will then select the winner who will receive a two-year lease of a Ford Explorer.
Festival-goers had the opportunity to register to test drive the newest vehicles in the Ford lineup, including the 2018 Ford Escape, 2018 Ford Mustang and 2018 Ford F-150. The new F-150 – tougher, smarter and more capable than ever – provides best-in-class towing capability.
On Sunday Tiarra Cody of Detroit was presented keys to a 2019 Ford Mustang by actress Yvonne Orji. To further commemorate Ford's 10th anniversary, four festival-goers had their concert tickets upgraded to floor level to enjoy the Friday evening performances.
Ford's commitment to go further in communities was amplified by the presence of Ford Warriors in Pink in the booth on Saturday. Ford donated $20 per ride-and-drive, for a total of up to $8,000 for breast cancer awareness. The donation added to the more than $136 million contributed by the organization to support the fight against breast cancer and #MoreGoodDays. Fashion designer Tracy Nicole, Ford Warriors in Pink Model of Courage ambassador, stopped by the Ford booth to showcase some of the original pieces in her collection as part of a special fashion show to salute courageous survivors.
Catch up on all the fun Ford and ESSENCE Festival attendees had this past weekend by following #MyFordFam and #ESSENCEFest.
To learn more about Ford's newest products, log on to www.ford.com.
About Ford Motor Company
Ford Motor Company is a global company based in Dearborn, Michigan. The company designs, manufactures, markets and services a full line of Ford cars, trucks, SUVs, electrified vehicles and Lincoln luxury vehicles, provides financial services through Ford Motor Credit Company and is pursuing leadership positions in electrification, autonomous vehicles and mobility solutions. Ford employs approximately 202,000 people worldwide. For more information regarding Ford, its products and Ford Motor Credit Company, please visit www.corporate.ford.com.
SOURCE Ford Motor Company