Should car brands use heritage names for new models?
It’s very hard to let go of the past. We can’t help but find comfort in a time where everything seemed to be better. I, for example, still regularly watch ‘90s BTCC as it remains the greatest racing the world has ever seen. It’s my safety blanket away from the world of revolving door prime ministers, TikTok dances, Love Island and Mrs Brown’s Boys.
In recent years we’ve seen brands start to take advantage of that human need and use nostalgia in their marketing campaigns. The message, in essence, is ‘Remember when things weren’t awful? Well, that’s like us and our product you should buy.” Car brands are no different and the trend has started to pick up pace recently with more and more models seeing a resurgence after a significant time on the scrap heap.
There are three types of phoenix-like model launches, the first of which we’ll call ‘successful.’ The comebacks of models such as the Dodge Challenger and Fiat 500 are a much easier pill to swallow as they follow the basic philosophy of the original. The new Challenger had those demonic looks to match the engine. The Fiat 500 was small, cute and full of character. Job done.
The second category is the ‘maybe pile’. In this category, brands have kind of made an effort to have the new model resemble the original, but they just miss the mark. This isn’t to say these are bad cars. It’s just that the DNA from the original is only skin-deep. The best examples I can think of to demonstrate this are the latest Toyota Supra and the VW Scirocco. The backlash that followed when it was revealed that the Supra would effectively be a BMW Z4 under the shell was biblical. It really was a bitter pill to swallow for the JDM fans who were expecting the second coming of Christ. Instead, they got a tarted-up Judas. It doesn’t matter that it is a stunning-looking car and the underpinnings of the Z4 are very good – they felt betrayed. The Scirocco may not have had that level of backlash, but it was basically a melted Golf and felt a little half-arsed.
The final category is arguably taking this nostalgia trend too far, but I seem to be in the minority, as it’s certainly working for their profit and loss sheets. This is the ‘slap an old name on the next thing that rolls out of the factory’ category. One of the best-selling cars in the UK in 2022 was the Ford Puma. Those of you that have fond memories of the original will struggle to make any kind of connection between the two. At that point, what really is the point of using the model’s heritage? Did using that name really boost sales, or was it the fact that the car is very good anyway? It’s hard to tell.
The ultimate example of this, and this brings me to my question for you, is the electrification of the Mustang. Now, the Mustang hasn’t risen from the ashes after decades, it’s had regular new models throughout its history, but the Mustang Mach-E is a brave step from Ford. A fully electric Mustang in SUV format has no tenable links to the essence of the original. It’s just a method for Ford to get their loyal customers to buy into their future. It makes the transition for customers into the scary silent new world a little bit easier. Again, I can fully understand it from Ford’s point of view, but as a petrolhead, it just makes me feel like a cheap date.
As the race to cement oneself into the burgeoning markets continues, it may not be the end of nostalgia marketing. So, where do you stand on this issue? Would you be happy to see a Ford Capri SUV or a Lamborghini Miura EV? Or do you think brands should look forwards and create new models for their portfolio? Let us know in the comments.
Ford
Mustang Mach E
Fiat
500
Dodge
Challenger
