Today in the portfolio you will find the Kuga SUV as a phonetic memory of the Cougar model, as well as literal retro names such as the Mustang or Puma. Ford wants to return to the names of the past for future models.
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“The automotive industry is at its craziest moment since I joined it 20 years ago. There are a lot of things coming on the market and consumers are bombarded with all kinds of products and information, “said Gueler, adding that a lot of competitive cars are coming from Korea and China, so traditional players like Ford have to ask where their position is.
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“I think we have the unique advantage of having names from the past that we can connect to to emotionalize our product and tell stories that no other brand can tell.”
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For example, the Mach-E electric SUV was recently given the name Mustang. According to Gueler, when Ford launched the car, there were “a lot of skeptics”. “But it turns out to be the right thing to do, because the name Mustang gives the product a weight it might not otherwise gain.”
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