Random thoughts about marketing the Mach E

[DeafGryphon1967]

(Bawwks and greets to everyone)


I was just wondering as I was looking up more info on the MME.
I was driving past the local Dodge-Ram Dealership and a random thought rattled thru my skull.

Will Ford set up their dealers separating the Mustang into its own brand, kind of like Ram a separate branch from Dodge?
Grouping all Mustangs into its own branch, the LX, GT, Convertible, and now the Mach E into its own brand.

What do you all think? Lemme know if I’m completely into moron mode here, or there might be something into this...

Cheers,
-Gryphon <><

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[The Electric Duo]

They are doing something like that with the Bronco name.

https://www.motor1.com/news/500244/100-dedicated-ford-broco-stores/

 

[Tamadrummer88]

I personally think that would be brand identity suicide. IF they successfully spin off Bronco into its own brand then that would be enough brands.

 

[timbop]

I'm pretty sure that is what they are already doing. The only Ford logo is on the glass, and that's probably just for logistics/cost reasons.

 

[OlyPen]

The Ford CEO referred to their new strategy as Ford Icons... So I think instead of breaking off brands, they're creating iconic sub brands within the Ford family: Mustang ("everyday performance"), Bronco ("off-road adventure"), Explorer ("family adventure"), Maverick ("for makers and innovators"), Lightning ("practical performance trucks")..... Cultivating those icons as families of vehicles... I wouldn't be surprised if we see the Edge disappear in favor of a smaller Explorer branded vehicle. And that the Thunderbird returns as Ford's touring icon brand in an ev form factor. It's an interesting strategy over their previous "throw a bunch of names that all start with the same letter on some cars and see what sticks" approach.

 

[TheVirtualTim]

I think the idea of reviving the excitement behind "icons" is a good strategy. Brands ... not so much. And over-use dilutes the value and creates confusion. I'd point to the Lincoln "M" "k" "_" (fill in the blank) problem.

I *think* the "Mk" was supposed to be a reference to the legacy of the "Mark" (Lincoln Continental Mark __" with a roman numeral). That name was a mouthful so people would usually just they had a "Mark V" and it was understood that it was "Lincoln Continental Mark V", etc.) Eventually the word "Mark" is what everybody associated with. So I think the "Mk" was supposed to represent "Mark" but I never heard anyone say they had a Lincoln "Mark" X (or whatever letter) they would always say "M" "k" "X". So any associated with the iconic Continental Mark __ series was completely gone. Ultimately I could never remember which letter represented which vehicle. I had no idea if someone was referring to a car vs. an SUV, etc. To me ... that would be a good example of how NOT to brand a product.

To flip things around ... Apple's marketing is genius. They are especially bad about products all having the same name even when they are different. If someone says they have a "MacBook Pro" ... the question is *which* "MacBook Pro" ... and yet it doesn't seem to matter. Their fanatical attention to design and using Johnny Ive to explain that your computer is made out of some mineral that is only found at the back of a cave in Tibet that nobody knew existed for 4 billion years and your computer is made out of that stuff is just genius (I exaggerate ... to make the point). It's aluminum. But it's not as exciting to say that your computer is made out of recycled beer cans ... so they REALLY put the video animations and talk about the science of how they've crafted some new alloy ... and all they have to do is announce the thing and people to line-up for them. People literally stand in actual lines hours before stores open on launch day. Nobody gets in line to buy an HP or a Dell or a Lenovo or an Acer. But Apple... they can get away with it because they create so much market hype around the announcement of every new product.

Ford's marketing the legacy of the iconic names is brilliant.

My best friend is a car nut. And EVERY TIME I tell him about the latest car that Ford just announced and he hears the name ... the hair on the back of his neck stands up. "That's gonna piss a lot of people off." he says... but what REALLY happens is all that controversy gets attention and that attention all translates into free marketing and the next thing you know ... everyone wants one and Ford gets away with Apple's "the line forms to the left ... line up, bitches!" (BRILLIANT!)

He was so fixated on Ford calling the car a "Mustang" that he may have missed that "Mach-E" is a play on "Mach-1" ... so it's not just *any* Mustang ... it's a "Mustang Mach-1" name being tweaked to "Mustang Mach-E".

Ford basically has people "lining up" to buy any of several different vehicles (Mustang Mach-E, F-150 Lightning, Bronco, and now Maverick ... and even the combustion F150 could be added to that list). Most other car companies are lucky if they get people to line up for even one model that they make.

 

[praxiscat]

I just think ford is being smart, and keeping the iconic brands people care about, and dropping the ones which are seen as generic (ie the Taurus).

I think they do want Mustang sub-brand to be the competitor to Tesla. So I would expect more EVs there. Tesla vs Ford is good for Ford, but it is also good for Tesla. So don't be shocked if there is additional electric mustangs, probably a coupe or roadster is next. Ford knows this is a winning strategy.

I think also ford has a consumer vs commercial strategy too.
I don't think ford will do separate dealerships for Mustangs though. Mustangs have always been a draw to ford dealers like GTs. Even if people will not buy a Mustang.

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