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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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  • 39 Comments
      • 7 Years Ago
      "Ford. The Good Stuff is in Europe"
      Ian Beavis
      • 7 Years Ago
      Let's not overplay the importance of taglines. The real issue is to have compelling messages that logically lead to the tag. Bold Moves was dead wrong and a disconnect. The success or failure of the new tag will be determined by how well it connects to their messages and what consumers decide with their wallets. The cars are certainly better than any of the current work.
      • 7 Years Ago
      The sad thing here is that they will have had many perfectly wonderful slogans offered, but after anything makes it through the various rungs of management, the choices left are always bland and uninspiring. Which of course gives an insight in to why the vehicle line-up is equally boring.

      I suppose if we consider the truth in advertising laws, perhaps "Bold Moves" was a stretch so maybe we can consider some other more appropriate slogans:

      Styling like a brown paper bag!

      Better late than never, our European vehicles!

      When Valium doesn't take the edge off!

      I know that is a bit overstating the problem, but really, if you consider a company that has a fairly decent lineup of European vehicles both mechanically and design wise, but at every step they seem to resist and still continue to offer us American designs, that just don't add up. This should make people wonder what it is Ford thinks the American consumer wants.

      Obviously with the Focus debacle which needs no explanation, and how we don't have the Mondeo, the Kuga or even the subcompact Ka there are quite a few cars that would likely do well here, and yes although we are getting a re-badged verve(fiesta) it seems we might not get the hatchback options.

      The Fusion and Edge are both decent vehicles but the styling can be described as anything but bold, and I think the American car consumer is starting to demand something more. Lets hope they figure that out as well before it is too late.
      • 7 Years Ago
      Ford --- F---ed on Race Day.

      Ford. Drive One, It has Sync! Oooh!
      • 7 Years Ago
      new catch phrase " We Build Junk "
        • 7 Years Ago
        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)
        • 7 Years Ago
        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.
      • 7 Years Ago
      Ford. Please Drive One. Pretty Please?
      • 7 Years Ago
      They've been playing "Ride it like a Ford" in South Florida to a reggaeton beat for at least 2 years now.

      I don't think it's much of a stretch from "Ride it..." to "Drive one". Jim Farley....you're a genious!
      • 7 Years Ago
      Do they realize that if the tag line works, more people are going to test drive Fords?

      Is GM sponsoring this?
      • 7 Years Ago
      Euro. Spec. Focus.

      Want. One. NAO!!!!
      • 7 Years Ago
      or faulting our ridiculous designs
      • 7 Years Ago
      Don't like it.

      No real rhythm or flow to it. Not especially interesting or original. Sort of a dumbed down version of UK's (feel the difference).

      Wait, it's for Ford US? Seems about right then..
      • 7 Years Ago
      Failing Over Retarded Designers
        • 7 Years Ago
        For Old Retired Democrats
        • 7 Years Ago
        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.
        • 7 Years Ago
        For Old, Republican Drivers
        • 7 Years Ago
        F*#!ed On Retail Deal
        franknic
        • 7 Years Ago
        Found On Roadside Dead
        • 7 Years Ago
        Fix Or Repair Dealer
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