Some drivers hate Ford (F) vehicles. They have all kinds of reasons to cringe whenever they see the Ford name and the blue oval.

Ford knows it. But Ford has been overhauling its lineup, adding new technologies and new designs. The quality is improved and the new models look good. If only people could get past that blue oval.

So Ford is experimenting with a new strategy. Why not take the name and logo out altogether? That's the basis for a new TV ad campaign that doesn't mention the company at all.

Check out this commercial. It almost seems to introduce a new car company, showing cars with some slick features, such as voice-activated technology and a spiffy car-parking system. The ad sends viewers to the GoFurther.com website, and it's only when you get to the site that you see the Ford logo.

The idea is to make people rethink their perceptions of Ford. You might have hated the brand in the past, but it's different now. It's almost a return to the company's "Have you driven a Ford lately?" slogan. (Check out this amusing commercial for a reminder.)

Ford has been doing very well financially. It earned $29.5 billion in the last three years after losing about the same amount from 2006 through 2008, Bloomberg reports.

The new ads came out of Ford's own test clinics, Bloomberg reports. People were more enthusiastic about new models until they found out Ford made them.

"As soon as people see a blue oval they jump to immediate conclusions as to preconceived ideas about what the company does, what it stands for," a Ford marketing executive told Bloomberg. "We still have a gap and an opportunity to change that perception on the coasts."

Ford doesn't sell well on the West and East Coasts. Drivers in those markets prefer a Toyota (TM) or Honda (HMC), Bloomberg reports.

Ford is still keeping the logo on its vehicles. But it's trying to overcome a hard industry reality. Once people have a bad experience with one brand, they sign off altogether. They aren't about to put tens of thousands of dollars into another car from that company. Ford suffered from negative quality perceptions for quite a while, and even though the quality has improved, it's going to take a lot of work to reverse that damage.