the product naming blog

« Brand Names Play Commanding Role on America's Cup Yachts | Main | Starbucks Not Happy About Starstrucks Brand Name »

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.

One example: the Ford Taurus. In fact, a lot of the discussion at this year's Chicago Auto Show was about the name changes happening within the automotive industry.

ford-escort.jpgThe 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.

Technorati Tags: , , , ,

Posted by William Lozito at March 5, 2007 12:24 PM
Posted to | | |

Trackback Pings

TrackBack URL for this entry:

Leave a comment