This report to select one of the world's largest car companies American ford company as the research object，the ford motor company on brand strategy，from single brand to brand strategic transformation，and from the multiple brands to focus on “one ford” contraction，there is no doubt the Chinese passenger car brand has important significance on the brand strategy，the future of ford to balance short-term market performance and the contradiction between the business model of investment for a long time，is also a difficult problem in Chinese car companies.