Ford Still Hunting for Across-the-Board Car Tag

Ford Motor Co.’s Ford Division, which has struggled to come up with an umbrella tag for its car models to compare with the long-running “Built Ford tough” on the truck side, is considering the line from a new Taurus campaign, an executive said.

The tag, “Look again,” from J. Walter Thompson, was introduced in a Taurus TV spot that broke Nov. 16.

“We’re going to take a look at how it does and go from there,” said Joe Castelli, Ford Division Car Group marketing manager.

Ford has not utilized an across-the-board tagline for cars in several years.