Filed under: Car Buying, Marketing/Advertising, Ford
Tagline shuffle: "Bold Moves" out, "Ford. Drive One" in
Back in the mid eighties, we think Ford could have had a winner with the corporate slogan "Bold Moves", with vehicles like the original Taurus (and our editor's personal fave, the SHO) boldly going where no vehicle had gone before. These days, with uninspiring designs like the current Taurus, "Bold Moves" just doesn't seem to fit. So, out with the old and in with the new: "Ford. Drive One." We think that the new tagline is much more in line with the Blue Oval's current position, as they make pretty good cars which do well when compared directly with their competition. Unfortunately, as was already mentioned, striking styling and innovative design are a bit lacking, so getting customers in the drivers seat is something Ford should be concentrating on. This new tagline is the work of marketing maven Jim Farley, chosen by Alan Mulally as the man to lead Ford back from the brink, and was developed in coordination with Ford's dealer network. Ford hasn't had a hit slogan since "Have You Driven a Ford Lately" -- which is indelibly marked on the brain of anyone who's ever watched television in the eighties and nineties. According to Ford's own data, only 41% of consumers consider Ford vehicles, and this new tagline was developed to improve on that dismal number. The next hurdle will be converting those drivers into buyers. So, is this the slogan that finally sticks? We're not sure, but we do think it's a helluva lot better than "Bold Moves".
[Source: The Wall Street Journal]
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Reader Comments (Page 1 of 3)
Brian 7:46AM (3/19/2008)
new catch phrase " We Build Junk "
Reply
Randy 10:59AM (3/19/2008)
Figuring Ford brands take up 40% of the Top Ten in the JD Power BEST IN QUALITY list, I'd have to disagree!
The Top Ten
Porche
Lexus
Lincoln (Ford Motor Company)
Honda
Mercedes
Jaguar (Ford Motor Company)
Toyota
Mercury (Ford Motor Company)
Infiniti
Ford (Ford Motor Company)
Chaz 1:14PM (3/19/2008)
to Randy:
I don't think the initial quality measure is worth a whole lot to begin with, I mean Mercedes-Benz is in the top 10. Might as well have Lada, VW and Fiat too.
CarbonBlack 8:26PM (4/15/2008)
I agree w/ brian, Anyone that is biased can't reply (Mr. Mustang logo).-just kidding, my family is employed by ford.
They are okay, but initial quality is BS. It should be about actual durability, not subjective scores.
Joe Blow 8:16AM (3/19/2008)
New Slogan "Ford, We Don't Listen to our Customers"
Reply
Xcountryflyer 12:16PM (3/19/2008)
"We're desperate, drive one."
Tool 1:57PM (3/19/2008)
Please, please . . . please Drive One.
My bonus depends on it.
Seriously, it's not a bad tag line. If you take the time to read the WSJ article, "Drive One" is meant to be like Nike's "Just Do It".
So in that light, it makes some sense. Now Ford just has to stick with it for more than 12 months and drive it forward.
Chris 8:21AM (3/19/2008)
Failing Over Retarded Designers
Reply
Joe Blow 8:57AM (3/19/2008)
Found On Roadside Dead
Leaf 11:27AM (3/19/2008)
Fix Or Repair Dealer
Kaptain75329 11:57AM (3/19/2008)
F*#!ed On Retail Deal
Phil M 12:35PM (3/19/2008)
Ford's designers are just as good as the ones from any car brand. The ones you want to blame for the poor designs are people from marketing and finance, who didn't listen to the designers, and are the ones who make the decisions. They usually want to please all their potential customers, and usually end up with a "vanilla" car.
Seoultrain 12:39PM (3/19/2008)
For Old, Republican Drivers
Rocketboy 11:17AM (3/20/2008)
For Old Retired Democrats
Dave in MI 8:22AM (3/19/2008)
Good idea since they tied up the SVT team and put them in the closet. Nothing bold about trying to be just like Toyota. Dodge sticks SRT on everything diluting the name. Ford won't even apply SVT to the Fusion or Taurus X. They are anything but bold.
Reply
sw 10:02AM (3/19/2008)
Given their current financial situation, being like Toyota is probably what Ford execs dream about. Within the big 3 though they're the only ones that make an exciting vehicle that's practical and within the price range of the average person (Fusion).
Chris 8:23AM (3/19/2008)
or faulting our ridiculous designs
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robert bell 8:26AM (3/19/2008)
Finally! Some common sense and a campaign oriented to emphasizing product rather than image. Let's hope this theme is supported by specific programs to get potential buyers behind the wheel and into new Ford vehicles like the Edge, Flex, and Fusion so they can experience how much the product quality has improved and how much fun these cars are to drive. And, then, let's hope the next generation "Taurus" and Focus flow from the design of their European cousins to add even more flair to a family which has been so lacking in appealing and unique design.
Ford is moving, or driving, in the right direction. Let's hope they have enough time and working capital to get to where they want to be!
Reply
_Jon 8:47AM (3/19/2008)
"Ford is moving, or driving, in the right direction. Let's hope they have enough time and working capital to get to where they want to be!"
-- Yep.
wrt to the rest of the original post, good points - well presented.
tanooki2003 9:01AM (3/19/2008)
I hate to disappoint you but the current available cars, except the Flex (which is not yet available) are absolutely "not" fun to drive. Yes I have taken the time to have each one in my driveway for more than 3 weeks before making my decision. The Fusion is nothing but a softer Mazda 6 with less of a sporty edge. A Hyundai Sonata rides better than a Fusion. a Nissan Murano is more fun to drive than a Ford Edge.
Now don't confuse "quality built" with "fun". In fact I know Ford makes quality vehicles, far better than GM or Chrysler but they have taken the "fun" appeal out of driving them. Now when the "real" Focus comes here in 2 years then Ford will have a fun car to drive, along with a supposed "redefined" Taurus. Speaking of which I really hope they are not just going to throw some sporty panels on the current design because right now the new 500/Taurus makes the perfect candidate to replace the Crown Vic, and not exactly cut out for being truly sporty due to it's weight.