A history of Ford Motor Co. could be told with the succession of slogans it has used over the decades - some remembered within the company as rallying cries, some more as punch lines.

Now, six years into a comeback from near collapse, the auto maker has a new slogan that underscores confidence that its recovery is almost complete: “Go Further.”

For an auto maker with 166,000 workers worldwide and a history of riding boom into bust, the slogan is intended in part as a warning against complacency after three years of profits, executives say.

“Go Further” will be used in marketing campaigns, replacing “Drive One” in North America and “Feel the Difference” in Europe. Those slogans were coined to help overcome wariness on the part of consumers about the quality and performance of Ford cars as the car maker bounced back.

“We are at a different point now in our company’s history,” Jim Farley, global head of sales and marketing, told Reuters.

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