Ford would still like you to drive and buy its cars, but it’ll stop telling the public so blatantly: the company will replace its current “Drive One” tagline with a new one, “Go Further.”
The slogan is meant to evoke the automaker’s financial struggles at the end of last decade, when it nearly requested federal protection in the form of a bailout. Considering that the automaker’s sales have rebounded nicely and its products are increasingly well received, the slogan is meant to look at the brand as no longer recovering but growing and thriving.
Reuters reports that the slogan was created to be like the slogans of Nike and McDonalds, whose “Just Do It” and “I’m Lovin’ It” taglines are a part of the American lexicon by now.
We’re actually reminded of a different auto ad tagline. Now-defunct automaker Isuzu used to tell its potential customers its SUVs “Go Farther.” English-language experts will note that farther refers to actual distance, like miles, while further equates to metaphorical distance. Our snap translation? Isuzus were (allegedly) designed to go more miles, while Ford may want to distance itself from the rock bottom it hit in 2009.
The slogan was unveiled by Ford CEO Alan Mulally (who was credited with the internal One Ford motto) some time around the dawn of 2012, and the motto was recently rolled out in Europe. Expect to see applied to ad campaigns in North America later this year.