Ford's New Ad Slogan: Go Further

[fpv302boss]

Ford's new ad slogan: Go Further

January 24, 2012
by Bernie Woodall

A history of Ford Motor Co. could be told with the succession of slogans it has used over the decades -- some remembered within the company as rallying cries, some more as punch lines.

Now, six years into a comeback from near collapse, the automaker has a new slogan that underscores confidence that its recovery is almost complete: "Go Further."

For an automaker with 166,000 workers worldwide and a history of riding boom into bust, the slogan is intended in part as a warning against complacency after three years of profits, executives say.

"Go Further" will be used in marketing campaigns, replacing "Drive One" in North America and "Feel the Difference" in Europe. Those slogans were coined to help overcome wariness on the part of consumers about the quality and performance of Ford cars as the car maker bounced back.

"We are at a different point now in our company's history," Jim Farley, global head of sales and marketing, told Reuters.

Ford is not the only automaker that has relied heavily on a catchy slogan. Crosstown rival Chrysler, now under the control of Italy's Fiat S.p.A., has played up both sides of its heritage with the year-old "Imported from Detroit."

At General Motors Co., former CEO Ed Whitacre was amazed in 2009 that the automaker did not have a slogan that reflected a mission statement, so he supplied one: "Design, build and sell the world's best vehicles."

Full article at link.
Automotive News

[HSE2]

What did Holden use? Go something wasn't it?

[prydey]

Holden. Go better.
Ford. Go further.

[4Vman]

Holden. Go better.
Ford. Go further.

Ironically Ford go better too....

[prydey]

i wonder if Ford US were aware that Holdens slogan was 'go better'?? you'd have to think they did, surely. to me, its not a bad slogan on its own (go further) but considering the main opposition in this country has a similar style slogan, it just comes across a little bit copycat. it will be interesting to see how they dress it up.

Holden have been running their 'go better' slogan for some time now so no doubt they will have a new one soon anyway.

'go further' sums it up for ford at the moment with their focus on diesel, ecoboost and ecoLPi.

[TS50]

You got to love Holden and their advertising
For Australia Day, they were advertising that the only true Australian Car company was Holden
makes you laugh, but I am sure it suckers a lot of people in

[EATHSV]

Bring back 'we have ignition' from the AU era. That was cool! Ads are just boring now so I tend to ignore them anyway. Remember the gems from the last decade. 'Flooded it mate?' and 'got a shamy you can use'

[FTe217]

Its not just suckered people in but totally convinced them. Good luck to GM always gaining the high ground with false advertising.

[Falc'man]

I haven't taken much notice, but has Ford Aus generally used Ford US' slogans? Certainly in this instance it would give Holden the shits if they do use it.

Its not just suckered people in but totally convinced them. Good luck to GM always gaining the high ground with false advertising.

They play that game well don't they.

I sometimes feel Ford should be just as bold, although no need to resort to misleading info, just state more facts; they're a little conservative when it comes to blowing their own trumpet.

[FTe217]

I haven't taken much notice, but has Ford Aus generally used Ford US' slogans? Certainly in this instance it would give Holden the shits if they do use it.


They play that game well don't they.

I sometimes feel Ford should be just as bold, although no need to resort to misleading info, just state more facts; they're a little conservative when it comes to blowing their own trumpet.

This is there DNA and their short comings at the same time.
Great marketers are brilliant at stretching the "facts" not illegal sure underhanded but its what counts to gain leverage over your opposition especially when our car market was dominated by the old big 2.
FOA were (I say were for both companys outsource farfar more as we know now) just as Aussie as the 1st humpy olden but the public never picture this.
In my business I see the same battles between brands - 2brands just as good as each other but one took the GM marketing line longlong ago, wide distribution, known brand keeps selling but wholesaler makes little margin BUT the brand created demand hence he has to stock it, other brand takes the Ford line, makes just as good product at times better, less Distribution BUT Wholesaler makes a shed load but market demand is far less.
Go figure.