LAS VEGAS -- By changing just three letters of a longtime slogan, Ford is going on the offensive.
The automaker this weekend will debut a new ad campaign, titled "Built Ford Proud," in a series of print ads and television commercials that play up the company's 115-year history and family heritage while taking shots at rival automakers, including Tesla, General Motors and Fiat Chrysler.
"The company's got its swagger back," Jim Farley, Ford Motor Co.'s president of global markets, told reporters here. "We think customers are ready to hear directly from a company that says, 'Here's what we're about, this is what makes us different, and we hope you like it.' "