Earlier this year, Ford in the US introduced its workers to a new 'brand promise'. 'Go Further' was created by its US ad agency Team Detroit, made up of six WPP-owned outfits. According to Elena Ford, director of global marketing and great-great-granddaughter of Henry: 'It means we're always going to go further for great products, a strong business and a better world.'
The slogan was introduced to staff first because it is supposed to be a motivator, before it was rolled out in advertising. In Europe it replaced 'Feel The Difference' and in the Americas and Asia it took over from 'Drive One'.
Sadly, in choosing one slogan for the world, Ford has ended up with something bland and anonymous. There's the ghost of a message about fuel economy but it doesn't say anything about the manufacturer itself: any car-maker could use it. Rather than Going Further, Team Detroit should have Tried Harder.