What is Fords new slogan?
Ford's latest global consumer slogan is "Bold Moves." However, branding varies by market, with trucks anchored by "Built Ford Tough" and regional campaigns using phrases like "Go Further."
Across markets, Ford has signaled a strategic shift toward electrification and a modern, software-enabled future. The following overview explains the current slogan landscape and what it means for customers and fans of the brand.
Global branding push
In 2024-2025, Ford rolled out a global campaign centered on Bold Moves, intended to frame the company's transition to electrified and connected vehicles, while leveraging its heritage of durability and performance. This tagline appears in major advertising and product launches, especially for passenger cars and light trucks.
What "Bold Moves" signals
The phrase is designed to project confidence, dynamism, and a willingness to embrace new technology, including electric vehicles, software updates, and new ownership experiences.
Campaign scope
The Bold Moves messaging appears in advertising, product launches, and retailer experiences as Ford positions itself around electrification and connectivity.
Regional variations
Because marketing needs differ by market and vehicle segment, Ford continues to run different taglines.
Key slogans used in different regions today include:
- Global consumer slogan: Bold Moves
- Truck-specific slogan: Built Ford Tough
- UK and Europe: Go Further
These variants illustrate how Ford tailors its messaging to resonate with local buyers while maintaining a common hub around electrification and durability.
What this means for customers
For shoppers and enthusiasts, the slogan you hear often reflects the product you're looking at. For example, electric and hybrid models may be marketed under Bold Moves, whereas heavy-duty trucks continue to be promoted under Built Ford Tough, and regional campaigns emphasize local relevance with Go Further.
Summary
Ford's branding in 2025 uses Bold Moves as the global consumer slogan, but does not replace the longstanding or region-specific taglines. The company is signaling a pivot toward electrification and digital experiences while preserving its heritage-based slogans for trucks and regional audiences.
What is Ford's slogan?
Ford's primary slogan is "Built Ford Tough," which has been in use since 1979 to emphasize the durability and strength of its trucks. While "Built Ford Tough" remains the most prominent and longest-running slogan, especially for its trucks, the company has also used other taglines like "Go Further" (since around 2012) and "Ready Set Ford" (introduced in 2025).
Prominent slogans
- Built Ford Tough: This slogan was introduced in 1979 and is strongly associated with the durability, strength, and capability of Ford trucks.
- Go Further: Adopted around 2012, this slogan was intended to replace "Drive One" and is used to promote Ford's vehicles and the company's ongoing journey.
- Ready Set Ford: Introduced in 2025, this is a more recent tagline designed to help customers feel ready for anything.
Other historical slogans
- Have you driven a Ford, lately?: This was used in the 1980s to introduce new customers to the brand.
- Ford Has a Better Idea: Used in the late 1960s to highlight innovation.
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What is Ford's current tagline?
Ready Set Ford is more than a tagline. It's a catalyst designed to help our customers reach their full potential and feel ready for anything. It's our public commitment to you that our capability, our passion, and our innovation will match your own.
Why did Ford change their motto?
Elena Ford, Ford's global director of marketing and the great-great granddaughter of founder Henry Ford, said the new slogan was essentially a reminder to employees that they had to set the bar higher after recent gains. Her way of describing that could itself be turned into a slogan.
What is Ford's new slogan?
Ready, Set, Ford
The automaker's new strategy, titled "Ready, Set, Ford," goes beyond vehicle-first advertising, Ford said, and instead focuses on the people who buy its cars. It involves four fundamental promises: capability, passion, community and trust.
