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.