Go Further captures three unique ideas that make Ford different from every other car company. The first is we go further because we serve each other. And that's service to the local community for our dealers, ourselves and our customers. It's really part of our DNA. Secondly, is that we're all about innovation. Ford is committed to making our customers' lives better in a surprising way. And whether it's a business process or something in the product or everything in between, that innovation is key to us as a brand. Lastly, it captures the fact that we want to go beyond and make that innovation available to everyone. Those three ideas are in essence what defines Ford. This is why Go Further connects the idea of serving each other to innovating for everyone – internally in the company or externally with the services and products we offer. It captures that essence.