Bronco, Maverick and Mustang. Ford Motor Company and other automakers have been looking to the past to name future products recently. A new report suggests this trend is destined to continue over at the Blue Oval brand.
Speaking with AutoCar Ford’s European design chief Murat Gueler says the company will continue dusting off names from the past. In fact, Gueler feels legacy nameplates is a full competitive advantage for Ford.
“I think we have the unique asset of having nameplates from the past that we can tap into to emotionalise our product and to tell stories no other brand can tell,” Gueler told AutoCar.
Gueler did not offer any specifics as to which nameplates could be revived in the future. He did offer up the fact that legacy names could be an “opportunity for Ford to distinguish itself from the bombardment of electrification that’s coming.”
Indeed, this is a strategy we’ve already seen from Ford with the launch of the Mustang Mach E. When in development the Mach E was originally not slated to receive the Mustang badge. Ultimately, Ford decided to park its first EV in the pony car stable from a branding perspective. This is a move that has arguably paid off for the company.
Gueler’s comments also align with other rumors coming out of Ford when it comes to future names. For example, rumors have surfaced that Ford will ultimately offer multiple products with the Explorer badge. The first will likely be a new battery-electric version of the Explorer.
Which other names from Ford’s past should be revived?