Fords Marketing Strategy Fails

Yank automakers often take the brunt of the criticism for producing models that are hideous, pointless, or even downright perilous. Ford has had its share of beasts thru the years as well as many winners including the current Mustang for which demand cannot be met. For the thrill of it let’s take a look at some of the Ford models that have been derided down thru the years.

Model T – What?! How can the automobile that introduced mass production make the list? Well, the automobile was fine, but Mr. Henry Ford’s statement, “…you can have any color you need so long as long as it is black” has been ascribed with the rise of General Motors [who gave its customers a choice in colors] which eventually dethroned Ford as the top automaker in the globe. No, the Model T was fine, but Mr. Ford’s advertising strategy was not.

Edsel – In September 1957, Ford launched a new division – Edsel – and introduced to America one of the weirdest looking cars. Sporting a “horse-collar” formed grille – some equated it with a toilet seat – the Edsel line was hyped by Ford and rejected by buyers resolutely. Expecting to build 200,000 Edsels in its first year of production, only 63,000 were built. Other “radical” aspects of the Edsel included a “floating” speedometer that glowed on reaching a particular speed and an ungainly push button transmission with controls attached to the heart of the steering wheel. Even with a quick makeover finished in time for the next model year, the Edsel limped along only to be pulled one month after the 3rd model year cars were released.

Pinto – Hey, even I owned one! With a 2.3L inline four cylinder paired with a four speed manny tranny, the Pinto was Ford’s answer in the 1970s to the attack of Jap autos flooding the market. The compact rear wheel drive coupe, three door hatchback, or truck sold reasonably well until disaster hit: the revelation the Pinto’s gas tank was capable of exploding during a rear impact frightened buyers away. Mercifully pulled after the 1980 model year ; replaced by the favored Escort.

Mustang II – Ford tainted the Mustang name during the 1970s with this unmemorable and hideous model. Resembling a swollen and stretched Pinto, the Mustang II was feeble, poorly made, and an awful competitor against its arch rival, the Camaro. All was forgiven by the early 1980s with the return of a newly designed Mustang. Today’s Mustang, on the other hand, is a sold-out success story as it took its styling cues from a Mustang of another era: the fastback vehicles of the late 1960s and early 1970s.

Before you point your finger at Ford, do not forget to recall some really unmemorable models, foreign and domestic. The Toyota Wagon was panned for its hideous styling and for having an engine that had to be dropped from the engine bay in order to do a tune up; the Chevy Vega – a Pinto wannabe ; AMC’s Pacer – the Jetson’s automobile ; the Suzuki Samurai and Isuzu Rodeo – flip over experts ; the Yugo – a thinly redone 1960s era Fiat; and numerous other cars not worth the mention. You hope that automakers learn from their mistakes, but do not count on it. Perhaps in another generation we will see a really unmemorable Ford show up, but for now there isn’t one in the line up…hooray for that!.

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