Mustang: The Brand

Today I came across some of the strangest news I’ve heard in a while. Perhaps not in the larger sense, but to an enthusiast, it definitely caught me off-guard.


Today I came across some of the strangest news I’ve heard in a while. Perhaps not in the larger sense, but to an enthusiast, it definitely caught me off-guard.

Word on the street is the next-generation Ford Mustang, supposedly due in 2011, will be offered not only in coupe and convertible configurations, but as a sedan and wagon, as well. Now, anyone who’s followed my blog trail knows I’m probably one of the biggest wagon fans on the planet. But the idea of a Mustang wagon is just plain odd.

Granted, the Mustang name is one of Ford’s strongest and it’s been around for more than 40 years while various others (e.g., Probe, Escort, Taurus, etc.) have come and gone. But if you’re going to talk about historic accuracy, I think Falcon would make a much better name. Not only does it go along with Ford’s current “F” name scheme (with the notable exception of the Edge), but it makes more sense in that the original Falcon was offered in sedan and wagon forms as well as being the basis for the original Mustang. But for most Americans under 40, the Falcon name probably has little significance.

I know how this news is going to play out already. When Ford officially announces a Mustang sedan and wagon, the muscle-car traditionalists will cry foul and claim Ford is diluting and bastardizing the Mustang name. Then a few will slowly come around and say that they’re actually decent cars. After a few years, all will be forgotten, and Mustang club meets will include the wagon and sedan brethren. Kind of reminds me of the flap that ensued when Dodge brought out the Charger sedan. Yes, the Mopar traditionalists were up in arms. But the reviews were positive, and even some of the crusty, old-school Moparistas admitted the new Charger was a solid machine that drove well. Then again, DaimlerChrysler is now offering the Challenger as a tacit mea culpa for bringing out a four-door Charger. Will Ford be forced to do the same after the addition of these pony car variants? Only time will tell.

Edward A. Sanchez

4 comments so far

Great article! I cant fathom what a Mustang wagon would even look like, but have to admit that at this stage in life, the extra seating room might come in handy.

Sean
December 17th, 2006 at 12:36 am

Supposedly Ford is vehemently denying these rumors. They have admitted that there will be variants “based” on the Mustang chassis, but they are not admitting to any other products other than a coupe and convertible branded as a Mustang.

A bunch of models off the Mustang chassis can only be a good thing, but I think Ford should be careful about the branding and marketing of their vehicles. The Mustang is a strong and storied name that should be guarded and exclusive. How many other nameplates have lasted that long, other than maybe the Corvette?

Edward S.
December 18th, 2006 at 6:35 pm

I have a friend who owns a Ford Franchise in So Cal and he already told me to watch for a Mustang 4 door…can you say GROSS!

brian
December 19th, 2006 at 6:22 am

I heard Ford plans for the next-generation Mustang to have a sophisticated independent rear suspension though they have already solid rear axle… I guess it will be one of the luxurious car for the next generation.

salesstrategy
December 21st, 2006 at 6:06 am

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