Ford feels the difference

Ford's new slogan echoes an earlier one, but in an imperative tense
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Remember 'Have you driven a Ford lately?' Many people do, it seems. It also seems like Ford has been struggling to find a slogan since that can achieve a similar level of recognition and acceptance. Perhaps that slogan is now here...

Joe Hinrichs, Ford's president of Asia/Pacific and Africa, introduced the company's new slogan ('Feel the difference') at the media preview for the T6 Ranger earlier this week. While it doesn't sound like an invitation as the earlier slogan was, it's more assertive and arguably more positive too.

With evangelical enthusiasm Hinrichs launched into an explanation that 'Feel the difference' is not just about driving a Ford and establishing that it's competitive or even superior. The new slogan covers the entire gamut of Ford's engagement with customers.

"We are transforming the Ford brand; not just here, not just in the United States, but everywhere," said Hinrichs. "The change is noticeable already. The momentum is growing and there is much more to come.

"In fact, you can 'feel the difference' -- a difference that comes from listening to customers, making them feel truly involved with us and building our business around delivering for them.

"We are approaching the world a bit differently and we believe the customers have the point of view. When you are in a Ford, you are immediately feeling the difference. It's a difference you need to feel for yourself and that is a concept we're using increasingly to communicate to our customers. 'Feel the difference' means Ford stands for something distinctly special; it's for people who don't necessarily follow all the others, who are not afraid to stand out in a crowd, and reject the notion that all products are basically the same.

"'Feel the difference' is not about telling consumers what to believe, instead it's an invitation to be exploratory and open-minded. It leaves the final judgment, the ultimate assessment with the customer. And it speaks volumes about where the Ford brand is going."

Ford Australia president, Marin Burela, informed the Carsales Network during the industry day at the Australian International Motor Show in Sydney that the new slogan will be adopted globally and has already been rolled out in Europe. Australia, as part of the Asia/Pacific and Africa region in the Ford world is next and the Americas follow. Burela doesn't accept that the new slogan was influenced by 'Have you driven a Ford lately?', but did explain that Ford Australia's most recent slogan ('Who's most likely?') was developed about two years ago, in the knowledge that 'Feel the Difference' was going to be rolled out across the globe. According to Burela, the Aussie slogan was created in advance as a stop-gap to maximise the effect of the new slogan for when it was launched here.

We'll have to wait for the Gruen Transfer professionals to analyse the new slogan, but it seems like a good move. Can it overcome long-standing marketplace perceptions of the Ford dealership experience however, or the set-in-concrete view that all Fords are taxis?

For our full coverage of the Australian International Motor Show in Sydney visit our minisite at carsales.com.au/aims.

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