Should Models be Brands?

 

The subject of should models become brands has been relevant and important lately. I have had conversations with family and friends about the subject since some have texted me wondering why certain car manufacturers are doing certain business decisions. So, here is my take on should car models become brands.

In 2009, Dodge/Chrysler/Daimler/FCA split off the Ram pickup truck from Dodge and created their own brand from that model. That has been a very successful decision. Hyundai has split Genesis off into its own luxury brand, copying a page from Lexus, Acura, and Infiniti recipe, but also making a brand from a model. Chevrolet has rumored that they might consider making the Corvette a brand in itself. Manufacturers have split models into brands in the past, some have success and some were a failure.

Now, Ford wants to make a Mustang a brand, starting with the all-electric SUV, the Mach E. There is also a rumor that they want to make the Bronco a brand as well. Although, what doesn’t make sense is how they use the Raptor nameplate. They utilize that name for the F-150 Raptor, and Ranger Raptor, but apparently that name will not be utilized to distinguish a more powerful Bronco. A beefy Bronco is rumored to be called a Warthog. Confusing, but whatever.

What Ford should learn though, is they have almost been in this situation before. They had Mercury, that they closed because they couldn’t seem to explain to buyers why they should pay more for a car that is identical to the Ford equivalent. Lincoln almost had the same fate. Hopefully, they have learned from those experiences and don’t mess up a new Mustang or Bronco brand. Toyota and Subaru are also the same boat. They had the Toyota 86, the Subaru BRZ, and the Scion FRS all on the market at one time. And now they are almost doing the same thing, but instead of the Scion available, the Supra has taken that slot. We will have to see how this goes. 

I wouldn’t be surprised if Nissan does this with their Z car. Especially with the launch of the new 400Z. The Z name is known by people both with and without automotive knowledge so that would be a good start for them.

What do you think? Should auto manufacturers start making separate brands from their successful models?

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Is the Ford Bronco Back Yet?

A few of the diecast Broncos in my ownership have seen better days. The same could be said for the yet to be debuted new Bronco.

With this week seeming to be Ford week on my blog, I want to cover the topic of the Ford Bronco. This vehicle is legendary in name and has been anticipated for years. But will uncontrollable circumstances cause us all to wait even longer? Hopefully not.

While the truck and SUV market is heating up, especially for older, iconic versions of those vehicles, the Bronco nameplate is one of the leading vehicles in that segment. Since Ford is putting all of their manufacturing into those types of vehicles, it is no surprise that they are bringing back the Bronco.

They have rumored this for a long time now, somewhere in the neighborhood of 6 years ago. I can understand how long it takes to produce a good product, which I’m sure Ford will make when the next, new generation Bronco is finally revealed, but I won’t lie. It really deflates anticipation and excitement for it when we have seen concepts and rumors for 6 years.

According to Ford, their timeline was to finally show the public the kicking pony in the spring of 2020. They have a website dedicated to this here. Of course now that the time has come, a worldwide pandemic just had to come about which could potentially ruin everything. I know Ford does not want another botched product release like the Explorer and they have put personnel in place to prevent that. Sadly, they couldn’t predict a global catastrophe that would ruin their long in the tooth official debut. Will they go through with the global launch? Only time will tell, but spring is over at 11:59 PM Friday, June 19, 2020. The clock is ticking.