It could be said that Ford’s history could be told, in part, with the slogans used by the company over the last several decades. In 1914, The Blue Oval used “Ford, The Universal Car”; in 1960, “Ford has a better idea”. In 1980, “Quality Is Job 1.” In 2012, six years into a comeback from near collapse, Ford has a new slogan: “Go Further”.
“Go Further”, introduced to employees by CEO Alan Mulally in a New Year’s message, will be used in public marketing efforts and replace “Drive One” in North America and “Feel the Difference” in Europe — further globalizing the brand’s efforts, as is the case with its vehicles. Both of the outgoing slogans were created to overcome consumer caution and doubt in the quality and performance of Ford vehicles. Now that the automaker has bounced back from near oblivion, the new slogan is partially intended to warn its 166,000 worldwide employees of complacency after three consecutive years of profits.
“We are at a different point now in our company’s history,” said Jim Farley, Ford global head of sales and marketing, to Reuters.
Under Mulally’s 2006 “The Way Forward” plan, which resulted in the closure of 14 plants and the cutting of more than 25,000 jobs, Ford employed the “One Ford” slogan. The mantra communicated the need to unify operations globally and put an end to corporate and executive infighting. In fact, Mulally championed the idea that all employees be issued laminated cards with the turnaround motto: “One Ford, One Team, One Plan, One Goal.”
According to Farly, however, “Go Further” is not a replacement for “One Ford” — which will continue to serve as the motto highlighting The Blue Oval’s global strategy. “We really see it as kind of documenting the culture or the DNA of the company,” he said.
Eagle-eyed Ford fans in Europe may have already noticed the use of “Go Further” on the brand’s Facebook page. The slogan will be introduced to North America this year. Will you be “Going Further” with Ford in 2012?