TBT: ‘Built Ford Tough’ Introduced

Ford introduced the slogan and brand promise "Built Ford Tough" in 1977. Ford Motor Company archive photo

While it’s almost unthinkable today to talk about Ford's F-Series without thinking of the “Built Ford Tough” brand promise, it was not the first mantra used in conjunction with the company’s trucks.

A copywriter for a Ford truck magazine introduced “Built Ford Tough” to the world in 1977. Previous mantras included “Built stronger to last longer” and simply “Power!”

The corresponding logo has evolved over the decades to incorporate Ford’s Blue Oval and “Built Ford Tough” has since become synonymous with Ford and its truck lineup. 

View More
Go to top