Mulally suggests a return to "Have You Driven A Ford Lately?"
Resurrecting the Taurus name isn't the only element from Ford's past that Alan Mulally thinks should make a comeback. Despite having one of their best lineups ever and winning accolades, customers have other makes further up on their list. Potential buyers who actually check out what Ford has to offer often come away impressed, and for this reason Mulally is suggesting a return to the "Have You Driven a Ford Lately?" tagline. Please, no. Forward momentum, Alan. The return to the Taurus was smart, the name recognition alone is priceless. In that vein, Mulally wants to stop with the recent Ford practice of confusing and confounding consumers by switching model names so frequently. Horray! Building equity in a model name by sticking with it and continually improving the vehicle the badge is stuck to has worked quite well for Honda and Toyota with the Accord and Camry, and it'd be a smart thing for Ford to emulate. Inane 1980s marketing campaigns aside, Mulally is being effective at pushing Ford to operate their business in a smarter manner while building better product. There may be life in the old Tin Lizzie brand yet.
Hit the jump for a taste of Ford's 1984 television campaign.
[Source: Detroit News]
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Reader Comments (Page 1 of 2)
TriShield 10:56AM (8/27/2007)
Look at it this way, some of the most memorable and image building advertising American automakers had were in the past like this tag line Mullaly wants to bring back. People still remember it and identify with it.
Ever been to a car show? Numerous Chevrolets old and new still wear Heartbeat of America stickers and plates. That was a brilliant tag line and one that still resonates with people.
Bold Moves is forgettable, maybe Mullaly is onto something and maybe it is time to bring back Have You Driven a Ford Lately campaign.
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geo.stewart 1:24PM (8/27/2007)
I guess "Quality is job 1" isnt realistic? need to tackle that first and then move to "Have you driven a Ford lately".
Personally, the group I think deserves the "lately" program is GM.
Don 2:57PM (8/27/2007)
Hey, at least they're using it when it's actually a decent time to drive a Ford.
DriftPunch 11:01AM (8/27/2007)
This is a good thing as a memorable campaign slogan can carry some weight. Most manufacturers produce decent vehicles today, so they bash eachother over very small specification victories (we tow 9,500, they tow 9,345, they suck!). Since most consumers are not enthusiasts and think a 'ring gear' is the little felt box jewelry comes in, they must be spoon fed 'product propaganda' in the form of advertising. As such, be it fact or not, "Have you driven a Ford lately?" is similar to "You've got to put Mercury on your list!" in how it screams to the world: "Even though you may have left us due to past performance, we are really proud of what we are doing now, CHECK US OUT!"
However I think that what Ford should really consider is re-thinking the '3 bar' design theme. A brand identity should elicit an emotional response (dependability, performance, luxury, etc...), not just refer to a common design element. For those who love them, Jeep doesn't have cache simply because of the 7 slots. In fact, how many Jeep drivers even know (or care) about how many slots are in the grill.
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Jason 11:49AM (8/27/2007)
"For those who love them, Jeep doesn't have cache simply because of the 7 slots. In fact, how many Jeep drivers even know (or care) about how many slots are in the grill."
You might be surprised... 7-slots aren't they only thing that make a Jeep a Jeep obviously (just ask Hummer), but they're a signature part of the vehicle's design basically since the beginning. And yes, I'm well aware that not all Jeeps have had 7-slot grilles over the years but it has since become a pivotal part of Jeep's styling. Much moreso than Dodge's cross-hair grille. The 7-slot grille is also featured in a lot of Jeep's marketing, so I would imagine that a good portion of non-Jeepers probably know how many slots are in a Jeep grille.
As for Ford's 3-bar grille, I don't see how they can claim it as a design "theme" right now since most of their US vehicles don't even use it... they've got 4 cars, only 2 have the 3-bar grille. Both their Crossovers have it, but none of their trucks or SUVs use it. So out of about 13 consumer models, only 4 use the 3-bar grille, and none of the vehicles that Ford is most known for -- their trucks, SUVs, and the Mustang - use it.
Bill 11:04AM (8/27/2007)
Some things just stick. I don't know what Honda's current tagline is, but I'll always remember "We Make It Simple", and no Toyota today makes me want to jump up and down when the ads come on TV like my brother and I used to.
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Ben H. 1:13PM (8/27/2007)
You don't get *any* kind of "feeling" with a Toyota..unless it's one of despair? ;-)
BRUNO TULLIANI 11:05AM (8/27/2007)
Right now Ford needs all the help it can get, I don't agree with the return of old slogans but if it will sell cars why not!
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eDamo 11:08AM (8/27/2007)
Yeah! Bring it back! =)
For me, this was 1 of few slogans that stuck in my head. And it is still very memorable.
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MikeW 11:12AM (8/27/2007)
Have you driven a 4 speed automatic lately?
Have you driven a tall geared 6 speed automatic lately?
Have you driven a 3 speed automatic + overdrive, that we get 5 gears out of?
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That One Person 5:32PM (8/27/2007)
Do you have a life? Or do you pour through books and websites researching transmissions and gear ratios all day? If you don't like Ford's drivetrains, how about you go to college, become an engineer and go work at Ford and show them how it's done.
You know what's hilarious? I bet if you ask the general public who buys Ford vehicles and ask them what kind of transmission is in it, I bet they wouldn't know or care...just as long as it gets the job done. Just like the Ford trucks :) Hey, why don't you go rip on Toyota and Honda for using five speed autos. Oh, they probably have the "correct ratios".
Anyways, I would like to see this slogan come back.
MikeW 4:45PM (8/29/2007)
The transmission is the heart of the vehicle, not the engine.
I do rip on toyota and honda.
The new civic, the automatic has fine gear ratios, for the 2.0 version of the R series engine.
Where is the 6 speed sticks on regular civics?
The new camry is underpowered with the 2.4, and overpowered with the V6. They have 2.5 & 3.0V6s which would fit the bill.
The executives and bean counters wouldn't let things get done correctly. They are run by yes-men (and women)
James 11:18AM (8/27/2007)
I for one really liked this tune, ever since I was a kid this is the only car commercial slogan I really remember. Everything else was forgettable. Heck, I still sing it to this day, so that shows that it was somewhat memorable! Anyway, I certainly wouldn't be opposed if they re-used this tag line.
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Biff Baxter All American 11:31AM (8/27/2007)
Mulally will make me a believer when he brings back the GT40.
'Til then, I'm an agnostic.
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Dan Roth 11:53AM (8/27/2007)
Yes, because that's what Ford needs, another niche vehicle that will sell in the low tens of thousands with a very high build cost and price tag.
The Other Bob 10:58PM (8/27/2007)
Yes it's a memorable tagline, but it sounds like an apology.
Apoligizing for past mistakes is really poor advertising.
To me it sounds like this:
"Have you driven a Ford lately, because they really used to suck?"
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blogged to death 10:53AM (8/28/2007)
Has your Ford caught on fire in the garage parked and burned down your house, lately?
Gardiner Westbound 11:41AM (8/27/2007)
"Quality is Job 1" was the ultimate Ford shallow slogan.
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Mike 11:41AM (8/27/2007)
Maybe they should use the slogan, "I know Ford blows a$$ but we're trying really hard so give us another shot."
I for one appreciate truth in advertising. ;-)
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Moltenauto 12:32PM (8/27/2007)
I always thought that this was an incredibly stupid slogan. To me it said; "We admit that Fords sucked in the past, but have you tried one lately? They don't suck so badly now!".
If this was really true, then they should have only needed to run the slogan for a year or two, and then the quality improvements would be evident and Ford could let the previous poor image slide into history, but no, they kept it up year after year after year. Which told me that their product really kept on sucking year after year, and that previous customers kept having bad experiences, and therefore needed to be cajoled into putting aside those previous issues and trying a Ford yet again.
Yes the slogan was memorable, but it always stuck in my mind more as a product warning, not as an accolade.
If they go back to this slogan it would just start the negative reinforcement cycle over again. I wonder if anyone has ever done a study on how this slogan hurts used Ford resale values?
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