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Research by Chief Marketing Officer Farley's research team found that Americans associate Ford with "on sale", "American" and of being"powerful", attributes that don't help Ford much in being loved by car buyers. What Farley wants car buyers to see in Ford is "Quality, Green, Safe and Smart." And that is where Ford is headed in its marketing campaign. Farley is from Toyota and knows a thing or two about saying the same thing that the dealers are saying. All of Ford advertising will be coordinated so dealers and Ford say the same thing. The new advertising campaign will focus on the line "Ford. Drive One" a line that Mullaly likes because he likes to say at every opportunity "Have you Driven a Ford Lately," another of the older Ford lines. Its about getting buyers to look at Ford. The new campaign was presented to the Board recently by Farley and takes Ford in a new direction It makes sense as it made sense for Toyota, to have a clear message, a clear idea about what you stand for and what people to think of you, and to say it with one voice whether dealers, or Ford the company in Dearborn, Michigan, or other Ford related organization. The 4000 Ford dealers will now have hands on discussions with Dearborn about what they are seeing and what should go into the advertising and monitor the progress as this effort which may go on for several years takes place.