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Ford rolls out new slogan

February 6, 1998 GMT

DETROIT (AP) _ Ford Motor Co. on Friday unveiled advertising under a new company slogan that replaces the tagline it has used for the past 15 years.

The ``Ford Cars: Built to Last″ theme succeeds ``Have you driven a Ford lately?″ to reflect strides the automaker has made since 1983, says Gerry Donnelly, Ford Division’s marketing manager.

The new slogan also plays off the strength of the automaker’s trucks, which are billed as ``Built Ford Tough,″ Donnelly told The Detroit News for a story Thursday.

``The F-Series has been the best-selling truck in America because of its quality and durability,″ Donnelly said. ``We want to convey that same message about quality on the car side.″

Six new ``Built to Last″ television spots will launch a campaign covering print and broadcast media, and the Internet. The campaign _ centering on the stories of Ford car owners _ will be narrated by John Corbett, best known for his role as the philosophical disc jockey on ``Northern Exposure″ and the pilot who was lost in the Bermuda Triangle on the Fox network’s ``The Visitor.″

Art Spinella, the automotive director for CNW Marketing Research in Bandon, Ore., said the new tagline was a major change for Ford.

``Ford tends to hang onto its ad campaigns for a long time,″ he said. ``This new campaign looks like it has some legs under it, and Ford should be able to use it for another 10 to 15 years.″