CA: 0x39dBED3a2bd333467115dE45665cC57F813C4571
GOAT ON RH

HOLD $G.O.A.T AND WIN $F (FORD)Ford

Read the Lore
FordHistorical reference · Read the source (opens in a new tab)

THE LORE BEHIND $G.O.A.T

01 / THE LORE1963 / FORD’S ACCOUNT

The OG G.O.A.T lore.

Goes Over All Terrain
Ford CORPORATE ARCHIVEARTICLE / 01 JUL 2020
IN FORD’S WORDS
A fascinating memo a week later had the subject line “1966 G.O.A.T” as it heading.

Ford’s history places that memo in the 1963 development programme. The “1966” in the heading refers to the planned model, not the date of the memo. The article explains the initials with Goes Over All Terrain.

Ford Corporate · historical account, not the original memo
Ford’s retrospective article, not a scan of the original memo. Highlight added by GOATonRH.
Ford’s history (opens in a new tab)
ALL. ANY. ANY TYPE. HERE’S WHY.

AllGoes Over All TerrainFord’s history (opens in a new tab)

AnyGoes Over Any TerrainFord’s campaign release (opens in a new tab)

Any typeGoes Over Any Type of TerrainThe original film (opens in a new tab)

02 / THE LORE2020 / G.O.A.T. MODES

The filings. No guesswork.

Ford filed G.O.A.T. MODES. The name is right there in the application.

FordTrademark application25 MAR 2020
Application 88847575 · complete first page
THE WORD MARK
The two G.O.A.T. MODES fields

Ford Motor Company is named as applicant. This historical filing does not establish current registration status.

Applicant
Ford Motor Company
Application
88847575
Type
Standard-character mark
Application PDF (opens in a new tab)Check USPTO record (opens in a new tab)Justia mirror (opens in a new tab)
03 / THE LORE9 JAN 2021 / CAMPAIGN & FILM

Raised by Goats.

FordWieden+Kennedy New York · directed by Stacy Wall · 60 secondsOriginal campaign (opens in a new tab)
  1. Ford / Wieden+Kennedy · original film · 00:12.012
  2. Ford / Wieden+Kennedy · original film · 00:24.233
  3. Ford / Wieden+Kennedy · original film, 49.5 s
FordThe campaign release9 JAN 2021
IN THE RELEASE
G.O.A.T. was actually the original internal code name for the ’66 Bronco project: Goes Over Any Terrain.
Ford / TheNewsMarket · source capture
Ford’s release (opens in a new tab)Newsletter reprint · All Terrain variant (opens in a new tab)
05 / THE LORE2020 / 2024 · ARCHIVE ACCOUNTS

Behind the name, people and paper.

01 / TED RYAN · GROSSE POINTE NEWS

A 1962 study, remembered.

Ted Ryan’s 2024 interview recalls a 1962 G.O.A.T. study, distinct from Ford’s 1963 memo.

Page 4A · complete page overview
FROM THE MIDDLE COLUMN
Ted Ryan’s account · the G.O.A.T. study
The same account · Any Terrain
Read the interview on page 4A (opens in a new tab)
02 / FORD · CORPORATE TRANSCRIPT

The codename, on the record.

Ford’s July 2020 transcript connects G.O.A.T. with Any Terrain on page 11.

Read page 11 (opens in a new tab)

More info.

01 / G.O.A.T. MODES

Ford2023 Bronco Sport guide

G.O.A.T. made the manual.

From the name to the drive modes. Ford’s own guide puts G.O.A.T. on the page, with the terrain modes and their symbols.

Open the Ford guide (opens in a new tab)
Ford guide · G.O.A.T. Mode Control
02 / ANIMAL CAST

Horse Canada12 January 2021

Meet the actual goats.

Lucas the colt, Hummer the horse, and goats Maggie, Hattie and Barney: the report names the cast and explains how the animals were filmed.

Read about the animal cast (opens in a new tab)
Horse Canada · the original headline

HOLD $G.O.A.T AND WIN $F (FORD)Ford

The $GOAT mascot.
Rough basalt gives way to geometric terraces across a lime-lit ravine.
The $GOAT mascot.

SAME GOAT.NEW CHAIN.

HOLD $G.O.A.T AND WIN $F (FORD)Ford