Autoblog

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]

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]

Apparently, Nissan is going completely automatic. No more SHIFTing for the Japanese brand. Seems that the tagline has failed to catch on and persuade enough buyers to visit their local Nissan dealer, especially in Europe. While no new slogan has been adopted, the _SHIFT tag seems to be headed the way of the manual transmission.

Brian Carolin, marketing director of Nissan Europe, said in an interview in Geneva that Nissan's image in Europe is "rather flat." While there are products at the top and bottom of the range that are doing very well, the core midsize vehicles are a bit lackluster. So rather than trying to position themselves as a full range alternative to Honda and Toyota, Nissan might try focusing on their strengths.

The company is hoping that new products, such as the Qashqai crossover, X-Trail and Navarra will continue to give them a strong presence in the light truck segment, and the Micra already has them at the head of the class in small cars, so a new tagline that reinforces those segments might serve Nissan better than _SHIFT. Perhaps _LIFT for the trucks? _THRIFT for the Micra? _DRIFT for the Z? Take a seat, we've got millions of them, folks.

[Source: Wards Auto]

We recently lamented Mazda's decision not to bring their new MPV minivan to the States. Mazda helped explain the decision by saying that minivan marketing practices put too much downward pressure on prices and therefore limit profits for automakers. We think Mazda could reverse that trend by doing what we called for years ago: adding some "Zoom-Zoom" to the segment with a better handling, lighter-on-its-feet shuttle like the new MPV. Mazda has instead decided to focus on crossovers, much like every other manufacturer with the exception of Chrysler. Apparently SUV/CUV buyers will still accept the premium pricing that nets higher profitability for the automakers. There may be a fly in that ointment, however.

Story continues after the jump.

[Source: Automotive News, sub req]

The news that is not 'right' has uncovered some interesting automotive tidbits while scouring through obscure trademark filings.

First, General Motors has patented the term "8 speed" for use with what is presumed to be an eight-speed transmission. Logical, no? That would put their premium brands, Buick and Cadillac, on par with Lexus' newest tranny int their flagship the LS460.

Second up, LLN says that on October 6th, 2006 (whaaa?), GM filed a 'published for opposition' writ through the trademark office for the word 'Firebird.' We have no idea what the designation 'published for opposition' means (is there a patent lawyer in the house?), but LLN contends that it's a necessary step when reregistering a title. This may be what Bob Lutz has been mentioning under the name 'GTO,' but what's more interesting is the 'Fiero' moniker has also been re-applied for. This may be the first step in the General's plan of offering a small, hard-top coupe, but if it's just a Solstice with a fixed lid, our interest is only mildly piqued. Doesn't the name Fiero imply a mid-ship layout? We think so.

Finally, Lexus may not be pursuing the whole perfection thing soon, as they've applied for two new slogans: "The Passionate Pursuit of Potential" and "The Pursuit of Potential." We think it may be best to let our readers do the analysis on those.

Ready, set, speculate!

[Source: LeftLaneNews]

BMW has used the tagline "Ultimate Driving Machine" for 31 years. During that time its sales in the U.S. have gone from 15,007 units in 1974 the year before the ad slogan began to 266,200 units in 2005. While producing outstanding automobiles during that time may have something to do with the brand's success, no doubt the tagline is considered one of the best in the automotive biz (See Poll Results: Best Tagline Ever - Battle Royale). Regardless, BMW is dropping the successful phrase and replacing it with "A Company of Ideas".

We're of the if-it-ain't-broke-don't-fix-it camp, and Advertising Age has penned a nice article detailing why corporate culture often likes to change a winning slogan. AdAge also lists some of the monumental failures that have resulted. Hopefully we're wrong and BMW sales won't suffer from the new slogan, but we doubt the public will be able to think of Bimmers as anything but Ultimate Driving Machines for a very long time.

[Source: Advertising Age]