March 5, 2007
Will The Escort Brand Name Return?
The rumor that the Ford Escort might be making a return to the roads has got me thinking about how certain car brand names tend to get re-introduced.
The Escort brand name was recently compared to the city of Cleveland in terms of consumer appeal: “a sensible car, no frills, gets the job done.” I am sure most people feel the same away about this brand. It's not exactly associated with a passionate love for the car, but rather a classic American name.
Autoblog points out that Escort is probably the best port of call for a new subcompact - the Festiva, Ka and Fiesta brand names don’t have the same cachet for a car based on the Mazda platform.
I think that a combined reintroduction of the Taurus and Escort names would signal a strong move by Ford, but the cars themselves have to be as lovable as they were in the past, and they need to be supported to avoid killing the brand.
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