Ford wants to surge ahead with new “Go Further” slogan
By Julybien, 25 Jan, 2012. 0 Comments
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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.
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