Ford looks to highlight its community outreach efforts in this year's parade.
A Ford F-150 Lightning will be the centerpiece of Ford and the Parade Company's new float for this year's America's Thanksgiving Parade in Detroit, Michigan presented by Gardner White. "We worked with Ford on the design and our amazing artisans brought it to life to capture Ford's powerful community impact and innovation - from Michigan Central to the F-150 Lightning. It is a thrill and honor to unveil this new float with Ford today," said Tony Michaels President of the Ford Motor Company Fund.
Ford has a history of community outreach, both in Detroit and beyond. It sent F-150s to help in Hurricane Ian relief, and with this float, the brand is hoping to bring further awareness to the work it does in its own backyard.
The float itself is more than 100 feet long, and the first section features some iconic Detriot imagery. Ford and Parade Company artists built an illuminated replica of the Michigan Central train station. Ford is helping to reinvent the 30-acre hub with a number of partners, including Google, so the train station seems a fitting choice.
Ford says that the second section of the float shows how Ford and its partners plan to "activate spaces for the community in and around Michigan Central."
However, the third and final section is the real focal point of the float - with the Lightning placed in a starring role. The display is meant to show spectators how Ford's community centers provide access to food and "other essential resources" for Detroit neighborhoods.
Ford community centers in Detroit's East side and in Southwest Detroit, and Resource and Engagement Centers provide job training and placement services to members of these communities. Additionally, Ford provides legal and tax services, food distribution, youth planning, and other services.
Powering it all is a Ford F-150 Lighting on the top of the parade float. Twenty-four feet off the ground, the Lightning's frunk has boxes of food for distribution, carried by people to the Michigan Central station. You can see the broad strokes in the image above.
Ford says that the people carrying these boxes of food "represent the thousands of Ford employees that help distribute food and volunteer in communities." The float will feature in the Thanksgiving Parade on November 24, with the parade itself running roughly from 10:00 AM to 12:00 PM local time.