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Ford Motor Co. looked to the past to come up with an advertising slogan for the future: “Built for the Road Ahead.”
Starting Saturday, the new tag line will be featured in TV ads that showcase Ford’s newest models — the 2005 Super Duty pickup, Five Hundred sedan, Mustang coupe, Escape Hybrid sport utility vehicle and Freestyle crossover, an SUV with car-like attributes.
The new catch phrase evolved from focus group research. The automaker gauged consumer interest by trotting out gems from the past, such as “Ford has a Better Idea.”
The favorite was “Built Ford Tough,” still used to promote trucks, which was tweaked to retain the word “built,” said Steve Lyons, Ford Division president.
“It said dependability. It said reliability. It said quality,” Lyons told Ford employees Thursday.
Analysts warmed to the new slogan. “I like it better than what they had,” said Erich Merkle of IRN Inc.
“Built for the Road Ahead” replaces a tag line so ineffective the automaker stopped using it in April: “If You Haven’t Looked at a Ford Lately, Look Again.”