Ford is the second-largest U.S.-based automaker (preceded by General Motors) and the fifth-largest in the world. Ford Motor Company (commonly referred to simply as “Ford” was founded by Henry Ford and incorporated on June 16, 1903. The company sells automobiles and commercial vehicles under the Ford brand and most luxury cars under the Lincoln brand.
Henry Ford was 39 years old when he founded the Ford Motor Company, which would go on to become one of the world’s largest and most profitable companies. It has been in continuous family control for over 100 years and is one of the largest family-controlled companies in the world.
In the 1980s, Ford introduced several highly successful vehicles around the world. During the 1980s, Ford began using the advertising slogan, “Have you driven a Ford, lately?” to introduce new customers to their brand and make their vehicles appear more modern. In 1990 and 1994 respectively, Ford also acquired Jaguar Cars and Aston Martin.
Ford has a long history of using slogans meant to resonate both inside its glass-walled headquarters and outside with customers. Its sloganeering goes back at least as far as 1914’s “Ford: The Universal Car.”Alan Mulally drove Ford’s turnaround under the global slogan “One Ford.” The motto underscored the need to unify the automaker’s operations and put an end to executive infighting.
The tagline, :Go further” was introduced in 2012. Matt VanDyke, Ford’s director of global communications, told Dale Buss’ how”Go Further” is “more than an advertising tagline. “What we aim to do is inspire behavior,”
This gives us another perspective to the use of brand slangs.
What does your slang aim to do?
Source: Wikipedia, Forbes- https://www.forbes.com/sites/dalebuss/2012/06/14/go-further-brand-message-is-aimed-at-fords-employees-too/#7bf15022471b