Ford Is Going Further--But Has It Gone Far Enough?

May 1, 2012

With most of its 20 cars, crossovers and trucks new in the past five years, Ford Motor Company thinks it's a completely different car company than the one you may have bought from--or skipped over--the last time you purchased a new vehicle.

It's been hammering that point home in a series of "Drive One" commercials, highlighting all the new vehicles it's rolled out since it shuffled off its non-core brands and refocused its business around the Ford brand and its near-luxury Lincoln lineup--vehicles like the 2013 Ford Escape, TheCarConnection's Best Car To Buy 2012 Focus, and the company's first subcompact sold in the U.S. in a generation, the Fiesta.

It's also already promoting its new 2013 Fusion sedan and C-Max hatchback, the first plug-in hybrids it will offer for sale in the U.S.

While it still depends on tried-and-true best-sellers like the F-150 pickups to stay solidly in the black, Ford wants the world to know, or to find out for the first time, that its new lineup and its new features--from fuel-saving technology to class-leading infotainment systems--have made it essentially a new car company. It's dubbing the ad just launched on YouTube under the simple title, "Go Further," and it's launched a Go Further website to show off its latest vehicles as centerpieces of its changed lineup.

What's your take? Has today's Ford gone further, or is it still not going far enough to win over the new-car shoppers of tomorrow? Tell us what you think in the comments below.

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