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.