Ford to Drop 'Country,' Rely on 'Tough' Tagline

Ford is expected to shelve its year-old “Ford country” campaign this fall in favor of a focus on the tried-and-true “Built Ford tough” tagline, sources said.
The automaker’s truck division has found that “Built Ford tough” is a better competitor for Chevrolet’s emblematic “Like a rock,” an industry standard that “Ford country” has not been able to assail, said one source familiar with the situation.
The shift is expected to occur this fall with the rollout of Ford’s new pickup truck advertising from J.