Ford has adopted a new ad slogan designed to ward off complacency after successful run of nearly six years. The company is reportedly retiring its "Drive One" tag line for "Go Further," which will be used in marketing campaigns in both the U.S. and Europe. Ford had been using the line "Feel the Difference" in the EU. The company says its old slogans were designed to convince buyers to give Ford products a look after the automaker rebounded from near bankruptcy. Executives now say the manufacturer is in an entirely different place in its history and that it's time for a slogan that reflects that position.

Ford is expected to announce its 11th quarterly net profit on Friday, and the automaker recently announced it will begin paying a dividend for the first time in six years, according to Automotive News. The company is even within reach of an investment-grade credit rating.

When it came time to craft the company's new tag line, Ford apparently specifically looked at Nike's "Just Do It" and McDonald's "I'm Lovin' It" as inspiration. While "Drive One" is on its way out the door, the internal "One Ford" will continue to soldier on as an indicator of the company's global strategy.


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    • 1 Second Ago
  • 26 Comments
      tylermars.design
      • 2 Years Ago
      sounds like a slogan for viagra.
      • 2 Years Ago
      [blocked]
      RedHoodJT
      • 2 Years Ago
      Would you like to GO FURTHER or RUN DEEP? I think I'll GO FURTHER, thanks.
      Edward
      • 2 Years Ago
      This could be "farther" as in concrete distance rather than "further" as in abstract extent.
      Krishan Mistry
      • 2 Years Ago
      Go further implies that they are going to be pushing fuel economy even further. Id prefer they push how good their vehicles are, not just efficiency and SYNC. They should ditch the Ford dude from the commercials, he is lame as hell. And the dumb people experiences of the current campaign are lame. Ford, you have more than fuel economy and annoying SYNC. Show your cars doing some extreme driving, that makes for more appealing advertising sometimes. I like Mazda's slogan for the 3: "It's not the first 40mpg car, but the first one worth driving.". Ford has almost equally driver friendly cars, with a better all round package. So why place all your eggs in the SYNC basket?
        Rico Suave
        • 2 Years Ago
        @Krishan Mistry
        Because SYNC helps them sell cars and seeing as they pushed over a million sync enabled cars it's not too shabby to go along wit the accolades and awards that microsoft has received for it.
      scriber72
      • 2 Years Ago
      If Ford and Chevy merge in the year 2027 future generations might be treated to "Go Balls Deep"* *Tournament motto in Dodgeball: A True Underdog Story
      That Mike
      • 2 Years Ago
      Ford Go Further > Chevy Runs Deep
      ThomasP
      • 2 Years Ago
      Do they understand that "further" means intagibly while "farther" means actual physical distance? I hope so...
        Mike Pulsifer
        • 2 Years Ago
        @ThomasP
        Maybe they DO understand that and don't want the consumers to think of their cars as merely tools for getting from point A to point B.
        awok
        • 2 Years Ago
        @ThomasP
        But what are we supposed to further? This slogan is not very good.
          razorpit
          • 2 Years Ago
          @awok
          You must be an engineer...
          awok
          • 2 Years Ago
          @awok
          Why have I been voted down? How "fur" are we supposed to go? I don't like the slogen, but I've always been a fan of Ford.
          awok
          • 2 Years Ago
          @awok
          Pardon my error; "slogan."
      Cruising
      • 2 Years Ago
      I like Ford they do not linger in the past like Chevy does with it's Run Deep campaign but if they wanted to it would probably be like this: Ford - "We use to own Aston Martin, so you know we make a good car" lol
      Grizzld
      • 2 Years Ago
      Kind of similar to Land Rover's "Go Beyond" -- don't you think?
      Victor Murillo
      • 2 Years Ago
      "Go Further" cause all models with the previous slogan couldn't go that far!
      Daniel D
      • 2 Years Ago
      "When it came time to craft the company's new tag line, Ford apparently specifically looked at Nike's "Just Do It" and McDonald's "I'm Lovin' It" as inspiration". They might have also looked at GM Holdens "Drive Better" campaigns in Australia, which I'm guessing they copied it from, since US audiences wouldn't know the connection.
        Basil Exposition
        • 2 Years Ago
        @Daniel D
        How could they look at "I'm Lovin' It" for inspiration. That campaign just sucked. So obnoxious. "Simple Joy" is no better.
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