What is Fords catchphrase?
Ford's catchphrase is "Go Further." This article explains what that means today, how it is used in marketing, and how it sits alongside Ford's historic slogans for trucks and cars with examples of the brand's messaging through the years.
Current slogan and meaning
Go Further is Ford's global marketing tagline, appearing in advertising campaigns, product launches, and corporate communications. As of 2024–2025, it remains the company's primary global slogan, signaling a commitment to progress, efficiency, and meaningful outcomes for customers as Ford expands its electrified lineup and mobility services.
Notable Ford slogans through the years
Ford has used a handful of memorable phrases to shape how people think about the brand. Here are the most prominent ones that have guided campaigns across eras:
- Built Ford Tough — a long-running message emphasizing durability and capability, especially for Ford trucks and commercial vehicles.
- Have You Driven a Ford Lately? — a consumer-focused campaign aimed at highlighting the ownership experience and performance of Ford cars and SUVs in the 2000s and 2010s.
- Go Further — the current global corporate tagline associated with Ford's electrification push and modern mobility strategy.
These slogans show how Ford has shifted emphasis from rugged capability to customer experience and future-forward technology, while maintaining durability messaging for its trucks.
Go Further in practice
In day-to-day marketing, Go Further appears in ads, product announcements, and regional campaigns. It frames Ford's pursuit of greater efficiency, better connectivity, and improved vehicle capability, including electrified offerings like the Mustang Mach-E and the F-150 Lightning.
Truck branding: Built Ford Tough
Even as Go Further drives global branding, Ford preserves its signature truck identity with Built Ford Tough, underscoring grit, durability, and the brand's competitive stance in the pickup segment.
Summary
Ford's catchphrase is Go Further, reflecting a strategic emphasis on progress, efficiency, and customer outcomes in the era of electrification and connected mobility. While Go Further serves as the umbrella slogan, the brand continues to rely on Built Ford Tough for its trucks and to tailor campaigns for different markets and product lines. The slogan landscape highlights Ford's shift from rugged utility to future-focused innovation, while maintaining core messaging around durability.
