Plain and simple, naming an all new fully electric SUV a Mustang Mach-E is nothing but lazy marketing. Here’s the reasoning behind this opinion. To understand where I'm coming from, let's first go through the history of the Mustang.
On April 17th, 1964 at the Worlds Fair Ford released the first ever Mustang. At the time it was a huge step for the company. Coming off several years of American cars being big and sluggish this was the first time a small and nimble sports car had rolled off the Ford assembly line. Built to compete with Chevrolet's Corvette the Mustang had Ford’s Lee Iacocca behind the development. With 100,000 planned units that year, dealers bought up 22,000 of those spaces on the first day! Later the car was refined by legendary Texan, racer and builder Carroll Shelby.
Through the years the car has seen many changes, some of which were better than others. To some degree even model years that were arguably a failure eventually achieved cult like status. Recently a rare, well persevered Fox Body Cobra R sold for an undisclosed amount for over $100,000. While bigger, even the Mustang Mach-1 was a two door sports car. Many of today's builders are taking Mach-1s and converting them into fire breathing hot rods.
As of recent, the late 1960’s version of the Mustang has seen a surge in collector markets. Finding a project car is nearly impossible for shade tree builders and mechanics. The Mustang reached stardom in the 1973 Movie Gone in 60 Seconds as the first and only car to receive star credits. Then came the 2000 Jerry Bruckheimer version of the movie that launched the Shelby GT 500 into its own separate league bringing all Fastback versions along with it. Originally advertised for $6,999 a restored Shelby GT 500 will now set you back over $200,000
Today the classic 60’s models are seen as the gold standard of classic American Muscle cars. With references all across pop culture, in 2005 Ford revised the Mustang to include design cues from the 1967-1969 Fastback Versions. These design features are still present in the 2020 Mustang with a Fastback type rear hatch, fender like rear wheel well lines, and even side body chevrons where the original brake cooling inlets would go.
Which brings us to today. A brand has built a name that has legacy and clout as a two door sports car. The legacy behind the Mustang name is rare for any brand to achieve. It’s won races and takes pride in its track inspired heritage. Some people might not be able to name another Ford, but everyone knows the Mustang was built by Ford. While this is all important I don’t think it should be written in permanent marker, but rather a touch stone for future developments of similar. It now appears Ford is cashing in 56 years of equity built by the model name. Here’s a short thought- why not name it the Ford Edge E-Series or what about a name that hasn’t been in use since 2005- the Excursion. At least the Excursion was an SUV. A large segment of potential buyers might even see naming the new all electric SUV an Excursion as homage to the company’s commitment to progression. A once gas burning land yacht is now an environmentally friendly tire burner. The 2004 Excursion could take a boy scout troop and all their gear camping for the weekend, the 2021 Excursion can take you and your family from 0-60 in less than 4 seconds. It's a name that shows character development in a positive way. Taking race inspired sports car that helped coin the term American Muscle and making it a 4 door Sports Activity Vehicle tells a story of a washed up sports figure with a meth problem.
While I do believe it’s admirable for Ford to enter into the electric space with a new SUV concept, I also think taking styling cues and it’s name from the two door sports car is nothing short of lazy. I say this while looking at my 5 year old French Bulldog that has a sensitive stomach and shortness of breath that evolved from a Wolf. But he’s called a French Bulldog and not a Wolf.
I can also imagine how this happened. As brands look to market towards a younger generation for longevity in sales they are hiring younger and younger marketing hot-shots. These young guns know how to market to younger demographics because they are, in ways, part of that same demographic. To paraphrase this- A 2012 Mustang GT stands out in a Whole Foods parking lot, and not in a good way. What conclusion is a millennial minded marketer to draw when companies such as Tesla are rapidly taking market share in the electric segment? The answer is obvious- buy ourselves some collateral with the name. Sorry- but bringing a Mustang to a fight with Tesla isn't the same as bringing a gun to a knife fight. It's more of a nuclear option for an otherwise quarrel. What they missed- bastardizing the name entirely.
This move gives off the appearance of an insecure development team. As if they looked at their new creation and assumed it lacks enough sex appeal to draw in a new audience. To do what the Mustang did in 1964, create it's own audience. At the end of the day, the product is king. If you make the coolest, fastest, best optioned electric SUV you can call it a Pinto and it will sell. The difference is the Pinto name has nowhere to go but up. If the new Mustang Mach-E is the most bad-ass SUV on the streets of 2021, Ford has still cashed in the name and rebranded the Pony Car to a family grocery getter. Time will tell, but I’m betting not only is this a missed opportunity for the immediate future, but this decision will also move the brand toward a public perception that is equal parts a lack of ingenuity and lazy creative practices.
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