Ford scraps "Drive One" ad slogan in favor of "Go Further"
1/25/12, 10:59 AM
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Ford scraps "Drive One" ad slogan in favor of "Go Further"
http://www.autoblog.com/2012/01/25/f...of-go-further/
Ford has adopted a new ad slogan designed to ward off complacency after successful run of nearly six years. The company is reportedly retiring its "Drive One" tag line for "Go Further," which will be used in marketing campaigns in both the U.S. and Europe. Ford had been using the line "Feel the Difference" in the EU. The company says its old slogans were designed to convince buyers to give Ford products a look after the automaker rebounded from near bankruptcy. Executives now say the manufacturer is in an entirely different place in its history and that it's time for a slogan that reflects that position.
Ford is expected to announce its 11th quarterly net profit on Friday, and the automaker recently announced it will begin paying a dividend for the first time in six years, according to Automotive News. The company is even within reach of an investment-grade credit rating.
When it came time to craft the company's new tag line, Ford apparently specifically looked at Nike's "Just Do It" and McDonald's "I'm Lovin' It" as inspiration. While "Drive One" is on its way out the door, the internal "One Ford" will continue to soldier on as an indicator of the company's global strategy.
Ford has adopted a new ad slogan designed to ward off complacency after successful run of nearly six years. The company is reportedly retiring its "Drive One" tag line for "Go Further," which will be used in marketing campaigns in both the U.S. and Europe. Ford had been using the line "Feel the Difference" in the EU. The company says its old slogans were designed to convince buyers to give Ford products a look after the automaker rebounded from near bankruptcy. Executives now say the manufacturer is in an entirely different place in its history and that it's time for a slogan that reflects that position.
Ford is expected to announce its 11th quarterly net profit on Friday, and the automaker recently announced it will begin paying a dividend for the first time in six years, according to Automotive News. The company is even within reach of an investment-grade credit rating.
When it came time to craft the company's new tag line, Ford apparently specifically looked at Nike's "Just Do It" and McDonald's "I'm Lovin' It" as inspiration. While "Drive One" is on its way out the door, the internal "One Ford" will continue to soldier on as an indicator of the company's global strategy.
1/25/12, 05:45 PM
#2
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Whatever. I don't need a slogan. I drive one, and go farther in it every day. 
I am more concerned about the excellent Mike Rowe's future in regards to this new tactic. Will he be continuing to hawk Fords but now say the new tagline, or is his stuff gonna be abandoned?
I am more concerned about the excellent Mike Rowe's future in regards to this new tactic. Will he be continuing to hawk Fords but now say the new tagline, or is his stuff gonna be abandoned?
Last edited by houtex; 1/25/12 at 05:50 PM.
1/26/12, 05:22 PM
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1/27/12, 08:21 AM
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Don't get me wrong - its a way cool commercial, but...
Ford racing history, and no Boss???
No GT40? - Heck, no Thunderbolt II???
Also, the too-quick un-gratuitous shots of some of those cars leads me to believe they are 100% CGI from old footage which means they couldn't get them for the commercial, or sadly, no longer exist...
On the upside, anyone else get the chills when that Galaxie pokes it's nose out? I'm not sure why, but it sure looks menacing - maybe the white-out eyes with that grille. It's like it saying "...I see you... I'm going to get you... not if... but WHEN!!!..."
Ford racing history, and no Boss???
No GT40? - Heck, no Thunderbolt II???Also, the too-quick un-gratuitous shots of some of those cars leads me to believe they are 100% CGI from old footage which means they couldn't get them for the commercial, or sadly, no longer exist...
On the upside, anyone else get the chills when that Galaxie pokes it's nose out? I'm not sure why, but it sure looks menacing - maybe the white-out eyes with that grille. It's like it saying "...I see you... I'm going to get you... not if... but WHEN!!!..."
1/27/12, 10:40 AM
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I agree, I think they could've add NASCAR's Torino, Torino Talladega, 1980s T-Bird and 1990s Taurus, Baja's Bronco, Rally's Falcons, NHRA's Mercurys, Carrera PanAmerican's Lincolns and bunch of Mustangs, as well as many Ford's European racing cars ...
I think GM has done similar commercial for Cadillac and Chevy Trucks.
I think GM has done similar commercial for Cadillac and Chevy Trucks.
Last edited by Zastava_101; 1/27/12 at 10:41 AM.
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