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.