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Why Ford Needs The Mustang More Than Ever

Aug. 18, 2019 9:10 PM ET by Ian Wright / Comments The upcoming Bronco will also have a huge role to play. The Mustang and Bronco names are both iconic and well embedded in American culture, and according to Motor Trend, that's what Ford is looking to leverage. The names are also perfectly suited to use more in the American automotive landscape, which is shifting in different ways to the rest of the world. The shift towards crossovers has laid waste to the American passenger-car market more than others, while trucks are still dominating in the way they don't in other regional markets. Ford's first step in evolving into the change was to announce the discontinuation of passenger cars, and that's a process that's continuing forward as Ford starts to emphasize what MT describes as "car-based vehicles with a different look." Ford Nikita Chuicko via kolesa.ru One of those vehicles is to be an SUV that takes advantage of Mustang styling cues, but Ford knows it has to be self-aware when leveraging names with heritage. "We have to thread the needle on this really carefully because this franchise has just got such clarity that it is not going to evolve away from what its leverage is," Ford chief Jim Hackett told Motor Trend about the Mustang. "It's not going to be that. But there's a couple [of] derivations here." With so much value and public awareness behind the Mustang name, it makes sense in using it rather than spending the kind of money needed to develop awareness for another nameplate, but Ford is right to be cautious about potentially watering it down. Ford Roadshow via YouTube The Bronco is also in line to get its own family along the lines of a sub-brand. The Bronco is likewise a huge name to leverage, particularly with the excitement generated from its imminent return. It makes sense to bring a 'baby Bronco' into the fold as well as a full-size version and create variants from there. Ford has also confirmed a more affordable midsize pickup is in the pipeline to slide in the lineup just below the crew-cab Ranger. It would be a new vehicle for Ford and could slide into the Bronco family. Ford's new partnership with Volkswagen is also in play, but not for the US in Ford's case. Volkswagen, however, does plan to bring a Ranger-based pickup to North America. Ford is striving to make strong, positive steps to move through the new automotive landscape. At the same time, it isn't forgetting its sports car and is keen to build on its performance heritage as the Mustang goes from strength to strength. Ford Ford Ford Ford

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Ford Mustang Coupe Ford Bronco Ford Ranger Ian Wright Associate Editor After working his way through several loosely related careers, Ian finally took the hint and became an automotive journalist and photographer. He spent a few years freelancing before joining up with CarBuzz to combine his love of writing, photography, and cars into one neat package. When Ian is not staring down a lens or into a computer screen writing reviews and features, you can find him in Southern California enjoying winding mountain and canyon roads. If you can’t find him, he’s probably off-roading in the desert. Contact Ian @BothHandDrive @BothHandDrive LoginSign Up Home News Features Car Reviews Car Advice 2021 CarBuzz Awards New Cars Used Cars Future Cars Compare Cars Sell My Car Car Dealerships Buy Here Pay Here Used Car Reviews Popular Tags Cars # Video # TOP # Spy Shots # Reveal # Rumor # Auto Show # Supercar # Tuning # Car Culture # Industry News # Motorsport Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Make Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Car Type SUVs Crossovers Sedans Coupes Trucks Sports Cars Wagons Vans Hatchbacks Convertibles Small Cars Luxury Cars Electric Cars Hybrid Cars Future Cars By Price Up to $15K $15K - $25K $25K - $35K $35K - $45K $45K - $55K $55K - $75K $75K - $100K $100K - $200K $200K - $300K Above $300K Back To Top