By on January 25, 2012

Out are “Drive One” in North America and “Feel the Difference” in Europe. In is “Go Further.” Ford is getting a new slogan, all around the world.

Reuters asked around and received little praise for the tagline.

  • “I don’t think it’s that good. It’s a little too inside the industry,” said Jim Wangers, a marketing analyst in Oceanside, California.
  • “Any automaker can use that. What makes it Ford? What makes it stand out?” said Justin Wartell, head of brand strategy for Interbrand.
  • “We go further so you can,” said Elena Ford, Ford’s global director of marketing and the great-great granddaughter of founder Henry Ford. Reuters says that “her way of describing that could itself be turned into a slogan.”

Everybody’s an adman. As far as I’m concerned, I am getting ready for a new round of farther vs. further. Grammar Girl explains:

The quick and dirty tip is to use “farther” for physical distance and “further” for metaphorical, or figurative, distance.

So that’s what it is, a metaphorical slogan?  I thought it’s an MPG promise.



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40 Comments on “Ford Goes Further...”

  • avatar

    I don’t think it’s really any worse than “Drive One” (apart from the fact that people are probably pretty familiar with it now) and maybe better than “Feel the Difference”, which just seems really generic – more like a mid-90s Toyota slogan (Oh, what a feeling!)

    It’ll be really odd, though, to pick up an issue of CAR or Top Gear and see a Ford UK advertisement with the same car and slogan that you’d see in an issue of Motor Trend.

  • avatar

    Though in Portuguese they’ll be challenged to find any double entendre witht the slogan it translates badly too.

    Sort of like: Vá mais além. Or, Vai mais longe.

    Além has uncomfortable connections to afterlife and Longe doesn’t mean anything exccept far.

    Seems bad so far.

    Anyway, they don’t need new slogans here. They need cars. Fast.

    Renault will possibly pass them this year. Hyundai will probabaly do it next year. Guess like in America the old 4 Grandes (Fiat, VW, Chevy, Ford) has become 3 Grandes.

  • avatar

    Ford Has A Better Idea…and this ain’t one of them.

  • avatar

    I haven’t watched the clip but the girl is cute. Cute enough for me to suffer twice TTAC’s interminably long page-load times.

    I’ll come back after work.

    • 0 avatar

      Seriously. TTAC loads like four times on my iPad, and everytime I think it’s done, I get snapped back to the top.

    • 0 avatar

      Some of us are not allowed to use non-standard browsers at work.

      Due to this limitation, I use IE on my personal computers too. It’s just easier than maintaining several different browsers.

      Rather than tell the customer his browser is wrong, I think the correct action is to fix the site so it loads faster in all major browsers.

  • avatar

    Anyone remember Isuzu’s “Go Farther” slogan? At the end of TV spots it started big, then shrunk into the black, driving the point home.

    Btw, I looked at a common English error site I visit regularly to see if further and farther are interchangeable. Here’s what it said:

    Some authorities (like the Associated Press) insist on “farther” to refer to physical distance and on “further” to refer to an extent of time or degree, but others treat the two words as interchangeable except for insisting on “further” for “in addition,” and “moreover.” You’ll always be safe in making the distinction; some people get really testy about this.

    • 0 avatar

      Exactly – go farther down the street and go further into insanity.

      At least the slogan isn’t as bad as Honda’s “to each THEIR own.” It was drilled into me that pronouns must agree with their antecedents, so the common trend toward using “their” as a gender neutral singular pronoun just drives me crazy. Moreover, Honda, how does it help your image to show a zombie driving one of your cars? Or a big fat monster?

      • 0 avatar

        English doesn’t have any gender-neutral singular pronouns. What do you propose instead of “their” when one is needed?

      • 0 avatar

        Those grammar rules apply to formal English. An advertising slogan isn’t formal English. My college grammar course covered situations when the rules could be ignored – probably the only part of the course I remember!

      • 0 avatar

        English doesn’t have any gender-neutral singular pronouns.

        It does, actually. When neutrality is intended, the masculine pronoun applies. For example, “to each his own” can refer to either gender, not just to males of the species.

        Of course, it has become common usage to use a plural pronoun in place of the singular. But it isn’t proper usage. Then again, in advertising, I would use the common usage in order to avoid any accusations of chauvinism.

      • 0 avatar

        English doesn’t have any gender-neutral singular pronouns. What do you propose instead of “their” when one is needed?

        Exactly what English speakers and writers have been using for centuries, “his”, or if it’s known that the subject is female, “her”. Using “his” as a gender neutral pronoun is no more sexist than referring to all humans as mankind.

        It’s been a while since I took French. Does French even have gender neutral forms? Hebrew doesn’t. I’m pretty sure that in just about every language with gender forms, the masculine form is used for gender neutral pronouns.

      • 0 avatar

        Their IS correct Conslaw.

        I’ve always known that if you are meaning anyone, either gender, doesn’t matter, it’s their. like I’m going to their house, it’s their car, not his/hers car, but their if plural or singular.

        There is simply, I’m going there and they’re is a conjunction of they and are, IE, They’re going to the beach and it’s usually inferred to as plural. For singular use, it would he’s going to the beach.

        I see their, there and they’re often used incorrectly.

      • 0 avatar

        Their IS correct Conslaw.

        No, as he rightly points out, it is not correct.

        “Each” is singular. “Their” is plural. The pronoun is supposed to agree.


        -Each child **is** enrolled in school.
        -All of the children **are** enrolled in school.

        “To each their own” is wrong. The correct usage would be “to each his own”, unless the group is comprised exclusively of females, in which case it would be “to each her own.” However, the use of “their” has become commonplace because some believe that the use of the male pronoun is sexist, even though it isn’t intended to be.

      • 0 avatar


        I’m not sure about French, but German and English for that matter have a gender neutral singular pronoun “it”, but we don’t use it because it sounds strange. The funny part is that when you get into all of the other pronouns corresponding with “he/she/it” (“his/hers/its” for example have his and its being the same word, in some cases they would be sein in others ihn or ihm depending on position in the sentence).

        Another little tidbit, from 4 years of German (a lot of which I have forgotten, is that the word for girl is gender neutral. So if you’re going to say something belongs to the girl with saying “the girl” it is grammatically correct to say something belongs to it.

        Bertel, would this slogan in Germany be “Zu Alle Ihren Eigenen”?

      • 0 avatar

        As an automotive advertising copywriter, I cannot remain on the sidelines in a discussion involving the manipulation of words for commercial purposes. There are two ways in which the English language is used: properly, and in advertising copy. That said, Honda’s use of “their” or “his” is rather like a social disease; not preferable, but publicly acceptable. “To each one’s own”, while correct, seems stuffy and pretentious. What to do?

        I can’t tell you how many times I’ve had to bite the bullet and start a sentence with a conjunction because that’s what the client wanted. I have signed off on copy that revealed the real truth, cited someone’s past history (or their future plans) or reported a mass exodus.

        Don’t get me wrong: Despite the crimes committed by ad agencies against grammar and syntax, advertising is the most exciting of professions — probably even more so in the Mad Men era. For the record, I still think my proposed and rejected slogan for early-1990s Hyundai — “The relentless pursuit of adequacy” — was spot on.

  • avatar

    Toyota’s slogan in the US is “Moving Forward.” This may be riffing off of that.

  • avatar

    Our PowerShift (TM) equipped Fiesta didn’t go very fur/far. About 5000 miles, two transmissions, 13 dealer visits before it was lemon law’d for being the most dreatful POS I remember buying since the “quality is job no.1” 1980s.

    • 0 avatar

      That’s just not possible. Just yesterday the Best and Brightest were positing that the automatic trans has become so awesome there’s no rational reason for anyone to buy a stick.

      Sorry, couldn’t resist!

  • avatar

    “Let’s move forward from the Ford Pinto Memo.”

  • avatar

    Never realized “drive one” was their slogan. Missing the heft of a real slogan like “Ultimate driving machine.”

  • avatar

    “Go further” is almost the same as the late 1990s Isuzu slogan “Go farther”.

    Edit: philadlj beat me to it.

  • avatar

    Seems pretty lame to me. Why don’t they go back to using “Have you driven a Ford lately?” Seems like that might be appropriate with all of the new models and their improved quality, etc. But maybe they want to distance themselves from ad slogans from the bad old days.

  • avatar

    Maybe they should just switch their entire line of vehicles over to “Built Ford Tough”. Not just the trucks. It already has more slogan recognition than any other slogan they could ever come up with would have.

    • 0 avatar

      I agree 100%. Everyone knows this slogan, it actually stands for something, and can be applied to the entire vehicle range.

      Just use “Built Ford Tough” and never change it again. Ever.

    • 0 avatar

      That’s very true: Ford has never had a memorable slogan for their cars (heck, if you look at most of their commercials from circa 1997-2004, there is no slogan at all), but “Built Ford Tough” has been used for their trucks since the early 1990s.

  • avatar

    I always liked “Have you driven a Ford lately?”.

    In the US they ought to dump the press conference commercials, they aren’t kidding anyone.

    Also, dump Mike Rowe. Love the guy, but it’s time to move on. He’ll still have a job up to neck in pig feces with women checking out his butt.

    • 0 avatar

      Isn’t “Drive one” essentially the same thing?

      Completely agree on the rest, though. The Mike Rowe ads have become as insufferable as the old Howie Long Chevy ads (and I really like Mike Rowe) and press conference stuff is really tedious.

      • 0 avatar

        I’d seen bits and pieces of that Elton John “Rocketman” ad a dozen times before I realized it was a Volkswagen ad. Don’t get me started on using Fender as a brand for high fidelity car audio.

        I also find the Subaru ad about never forgetting your first love/Subaru annoying.

      • 0 avatar

        @ Ronnie: That VW ad is a public service announcement more than anything; I honestly never realized the lyric was “Burning out his fuse up here alone.” Maybe that’s because my LP copy of Honky Chateau skips at precisely that moment.

        I think the Fender branding is ridiculous, too, but VW did have that promotion a couple of years ago where they were giving away an electric guitar you could plug into the stereo. If they start giving away a free Twin Reverb with Jettas, I’d actually consider one.

        Good call on the Subaru ads. Apparently nobody at Fuji Heavy Industries read Where the Suckers Moon, because their marketing is still a mess.

  • avatar

    Now I know why I’m not an adman. All I can think of is:
    “Try it, you’ll like it.” :)

    I really like Kia’s slogan though, it kind of recognizes the brand’s past, but pushes its current virtues. “The Power to Surprise.”

  • avatar

    Well, Kesey did have a fondness for American iron.

    Supposedly there’s an effort to restore the Merry Pranksters’ original Furthur.

    The bus came by and I got on
    That’s when it all began
    There was cowboy Neal
    At the wheel
    Of a bus to never-ever land

  • avatar

    I don’t know about the grammar, but that is a Really Cute Redhead™ in the video.

  • avatar

    Well I guess they couldn’t use “Have you driven a Ford lately” because you don’t drive them anymore…you interface with them thru the (apparently) craptacular MyFord Touch system.

  • avatar

    Well, as long as it isn’t “Go Fuhrer” I think its OK…

    Though it does sound like a meaningless soundbite, a tagline that really isn’t saying anything about the brand, really, just sounded sort of good. Something that marketing people would come up with, knowing nothing about the company and the cars.

  • avatar

    Good thing they didn’t use “furthermore”. Whenever I see that in print, I think of Margaret Dumont wagging her head while lecturing Groucho.

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