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Bold Becomes Bland: Ford Mustang Sedan and Wagon
Posted December 13, 2006 01:06 PM by Tim Beggs.
The best thing to do with something successful is to make more of it. OK. Even better, take that great thing and make it better. Right. Still yet, take this great thing and make it into something hardly recognized as the original. Not quite. If Ford proceeds to take its hot pony car, the Ford Mustang, and twist out sedan and wagon models, it will take a powerful steed and castrate it in order to capitalize upon solid sales figures and (supposedly) fit perceived consumer demand. Will it work? Will Ford have another Bold Move to propel itself ahead? Or, will Ford alienate a large portion of its fan base--those who worship the car's legacy of racing, power, and mystique?
The proposed concept of the Mustang wagon and the Mustang sedan would be to leverage the traditional pony car success and adapt it to fit additional niche markets. Much of the design behind these two flavored Mustangs would be completed by Ford's Australian divisions, following a distinguishing trend of GM and their upcoming Chevrolet Camaro. Last month, secretive meetings were held by key Ford executives to discuss how to make this legend match mainstream tastes and preferences, including the idea of having the sixth-generation Mustang hit dealership lots sometime in 2011.
Ford claims that the extension of the Mustang lineup outward is based solely on the global strength of the Mustang brand, which some argue might just be more powerful than the Ford brand itself. “It’s a case of reaching out to the men or women who keenly identify with the Mustang, but for various reasons—whether it be family, recreational or other—need a more versatile car than a coupe,” explained a distinguished automotive industry consultant versed with Ford's upcoming plans. “As long as it’s great looking and sporty, then it doesn’t matter whether it has two or four doors.”
Ford and some close followers think this idea will fly and make history. Some say it will make history alright--a lesson to never tarnish a brand by making it into something it isn't. Charlie Hughes, co-author of the book Branding Iron believes Ford's desire to twist the Mustang may be a fatal mistake. “The minute they do a four-door, they really weaken the brand,” said Hughes. “I think it’s a high-risk strategy. They need to refine Mustang, not try to bastardize the whole product.”
My spin: Ford should leave a good thing what it is--do not taint the legendary history of one of the world's most recognized automobiles by perverting its very essence. Make a four door sports sedan to compete with the Dodge Charger if you want, Ford. Just don't call it a Mustang.
*Image credit goes to Autoweek.com
