Ford wants to surge ahead with new “Go Further” slogan

Article by Anita Panait, on January 25, 2012

Ford Motor Co. is sending a loud message that it is determined to push harder even after posting three years of profit with its new slogan “Go Further.” According to the automaker’s executives, the new slogan is intended to be part of a warning against complacency, which has driven the company into near collapse six years ago. 

The “Go Further” slogan will be used in Ford’s marketing campaign, replacing “Feel the Difference” in Europe and “Drive One” in North America. The company used the “Drive One” and “Feel the Difference” slogans to help overcome consumer’s wariness on the performance and quality of Ford’s vehicles during the carmaker’s comeback years. Ford, however, has a reason to change the slogans.

“We are at a different point now in our company's history," Jim Farley, Ford’s global head of sales and marketing, told Reuters. Ford has been using a succession of slogans in order to connect to its target consumers. Its first slogan came out in 1914 with "Ford: The Universal Car." The previous slogan, “One Ford,” mustered by CEO Alan Mullaly, emphasized the need to unify its global operations and end company politics.

Ford’s rivals also have slogans of their own, formulated to emphasize their current strategies. Chrysler’s "Imported from Detroit" slogan is underscoring the carmaker’s Michigan heritage despite being owned now by Italian auto manufacturer Fiat SpA. General Motors Co.’s "Design, build and sell the world's best vehicles" slogan, coined by former CEO Ed Whitacre, reflects the company’s mission statement.

Ford Motor Company is celebrating the launch of the 2013 Ford F-150 with agricultural leaders and professionals of the future.

Ford president of the Americas Mark Fields says that the carmaker is committed to help get the job accomplished right with their trucks. The new Ford F-150 shows that the company is willing to improve their trucks with new capabilities and features that give their customers the ability to be more and more productive.

One of the best-selling pickups in the United States, the new Ford F-150 has been given a new design up front and now includes cutting-edge technologies including MyFord Touch that features voice-activated controls and the optional high-intensity discharge headlights.

Ford Truck group marketing manager Doug Scott says that farmers and their families have always been a vitally big part of the customers of the F-Series. For these customers, a pickup usually does multiple duties, including family transportation, off-road vehicle and as a way to conduct business. Like the FFA, Ford's pickups are longtime traditions in agriculture.

Ford F-150 is America's pickup

The new Ford F-150 is the most capable and fuel saving light duty pickup available today. For 2013, the pickup continues to improve with advanced technologies and new designs. The Ford F-150 also has more models to choose from with the addition of the Limited luxury model as well as with its offering of the EcoBoost engine, electronic-locking rear axle, and the Hill Descent Control feature.

From the outside, you could see that the new Ford F-150 now has daring grilles that mixes new designs with the signature design cues used on F-Series trucks. The new HID headlights are also available for the first time in the segment. These headlights give drivers better visibility and more confidence, while also giving the Ford F-150 a unique look with its L-shaped lamps.

Topics: ford, advertising

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