February 18, 2008
Ford Offers a Global Brand Naming Fiesta
The news that Ford is bringing back the Fiesta at the Geneva Motor Show in March, has been greeted with much joy. The Fiesta is one of Ford’s better brand naming choices.
Introduced in 1976 (pictured left), it has stood the test of time in Europe, Asia, South Africa, Australia and the Americas but died a quick death in the US in the mid eighties, replaced by the Festiva.
This move by Ford also illustrates an example of truly global product naming strategy as well as forward thinking engineering. The Fiesta is actually a reincarnation of the Verve concept car, making it the most sophisticated Fiesta ever.
The idea here is obviously to create an equivalent brand name to the Toyota Corolla (pictured right), or the VW Golf, both of which are known worldwide.
While some grumble that the Verve name had a certain appeal, Ford seems to be betting on the fact that its US target market will not remember the Fiesta name from twenty years ago while those across the pond will appreciate a revamp of a trusted brand.
This is a great move by Ford. The Fiesta (the 2009 model pictured left) has sold over 12 million units worldwide and the brand spanking new car will offer plenty of competition to established brands. One important strategic element for Ford to survive is to embrace global brand naming, following the lead of its Japanese and European competitors.
TrackBack URL for this entry: