Great concept, terrible naming choice

Ford is on a quest to have 40 electrified vehicles by 2022 to meet the demand for fuel efficiency and receded local emissions. One of these vehicles will be a crossover with a fully electric drivetrain. Sounds great, right? Well, not so fast. This crossover will be “Mustang inspired” and be named the Mach 1.

As you should know, the Mach 1 name dates back to 1969 as a performance package on the Mustang. The Mach 1 package added an upgraded suspension, several appearance upgrades, and several V-8 engine options. The package continued through 1978 until Ford resurrected the name in 2003 and 2004 as a send-off for the fourth-generation Mustang. But regardless of year or body style, the Mach 1 name was synonymous with performance.

As for the “Mustang Inspired” thing, Ford hasn’t divulged what this inspiration will look like. The crossover could have a similar face or taillight cues as the Mustang, or maybe even a similar dashboard design.

One thing is for sure; the Mach 1 will be built on a separate platform from the Mustang due to its electric drivetrain and battery pack. That confirmation comes from Ford Executive Vice President Raj Nair in a conversation with Jalopnik.

But regardless of how Mustang-inspired this crossover is, it will still be a high-riding wagon with five doors. Why Ford thinks it’s a smart idea to brand an all-new electric crossover with such an iconic name rich with muscle car heritage is beyond me. It would be like Chevrolet making a Camaro-inspired electric crossover and calling it the Z/28 or Dodge building one inspired by the Viper and naming it the SRT-10.

Names mean things; they carry weight and history. More importantly, vehicle names are engrained into customers’ psyche and elicit connotations of worth, performance, capability, and cultural significance. I’m all for Ford building an electric crossover. It would probably sell extremely well. But, Ford should reconsider slapping such an iconic nameplate onto an unrelated vehicle that doesn’t even hail from the same vehicle category.


Ford Mustang

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