Ford Motor Co. is taking steps to reinvigorate its marketing efforts with a new slogan and a new ad campaign starring a new celebrity endorser, Kelly Clarkson of "American Idol" fame. The move comes
at a time when the automaker continues to suffer market share declines and a falling stock value. The new slogan, "Bold Moves," replaces "Built for the Road Ahead," which is being dropped after a
little more than a year. Both the new slogan and the affiliation with Clarkson drew praise from dealers and analysts. Clarkson has recorded several hits since exploding on the scene with "Idol" and
has cultivated a squeaky-clean image. And Ford is already a key sponsor of "American Idol," one of the most popular shows on television. The "Bold Moves" slogan dovetails with the company's internal
rallying cry, "Red, White and Bold," and will be used as a tie-in to offers it will roll out to customers in the next couple months. Ford's shares fell 36 cents Monday to $6.96, a new three-year low.
The company reported a $1.2 billion first-quarter loss on Monday.
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