Ford's New Slogan: 'Go Further'

Ford is ditching "Drive One" (and, in Europe, "Feel the Difference") as its ad slogan in favor of "Go Further," a tagline developed with an eye toward the emotional connection of Nike's "Just Do It" and McDonald's "I'm Lovin' It." The automaker's corporate "One Ford" motto -- meant to guide global operations with an eye toward avoiding corporate infighting -- will remain.

The slogan is meant as much, if not more, to appeal to Ford employees, pushing the idea that despite three consecutive years of profitable operations, there is still more work to be done a mere six years after the company's near-collapse. Some analysts worry that the motto is too tailored to employees and not enough toward customers, with one California based marketing analyst saying it's "a little too inside the industry."

Past Ford slogans have included "Ford has a better idea," appealing to baby boomers in the late 1960s; "Quality is Job 1," while fending off Japanese rivals in the 1980s; and "The Way Forward," while closing 14 plants and cutting more than 25,000 jobs during a massive restructuring in 2006.

Source: Exaust Notes