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Ford Could Expand Mustang Badge Beyond Mach-E

Ford Could Expand Mustang Badge Beyond Mach-E

Ford Motor Company made history yesterday by revealing a vehicle that isn’t a sports coupe with iconic Mustang badge. The Mustang Mach-E battery-electric crossover is ushering in a new era for Ford, both in product and branding, and it may just be the start of it.

A new report from AutoCar confirms Ford is contemplating leveraging the Mustang badge on other future products, similar to the Mach-E. Further use of the badge would suggest the Blue Oval is ultimately wanting to turn the Mustang name into a performance sub-brand within the Ford portfolio.

“The Mach-E is our step into the future, without ignoring history,” Murat Gueler, Ford’s European design chief told AutoCar. “There’s a lot of emotion with the Mustang, and it’s time to progress that and make it spread wider.”

Gueler went on to explain Ford is not intending to leverage the Mustang name on additional EV models of different sizes. Rather, the executive is suggesting the Mustang name could still be utilized on EV’s that are completely different than the Mach-E.

The Mustang Mach-E did not start development as a Mustang model. Ford commenced the development on its first battery-electric SUV with a different (cheaper) platform. Once it was determined the company could not achieve development objectives without a new platform, it was decided to leverage the Mustang name to drive price and sales volumes.

While Ford isn’t detailing which future models could also bear a pony emblem, it’s likely a safe bet they are going to watch the success of the Mustang Mach-E before slapping the pony on the back of anymore EV models.


About Nick Saporito

AutoVerdict Senior Editor Nick Saporito began writing about cars at age 13. Nick ran a couple of automotive enthusiast sites for several years, before taking some time off to focus on his career and education. By day he's a marketing executive in the telecom world and by night he hangs out here at AV. You'll find him focusing on tech, design and the industry's future.
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  1. Tone
    So, 'Mustang' becomes shorthand for buyers who value design and performance? I guess that makes some sense: commodity car buyers are shifting to Ford's CUV lineup -- that's the volume buyer. So, if you are making something else, it needs to command a premium based on desirability. My question: can the brand value of Mustang expand that much without becoming meaningless? Or is it smart timing as ponycars become increasingly irrelevant in the marketplace -- pivoting the brand now when it still has some value is smart as waiting will see it lose value as the people who remember the cultural significance of the original Mustang die off.
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