What's Wrong With This Picture: Have You Ridden In A Ford Lately Edition
“Heritage” is a funny thing. Lamborghini wants to use it to sell you a shopping trolley. Chevrolet hopes you’ll see some of the spirit of the Sixties Impala in their current Azera-like.
What does Ford want?
This photo, sent to me by TTAC reader Pavel, captures a strange duality. In the foreground, you have the new face of the electric Fusion: smooth (except for that odd hood gap), futuristic, brandwashed into a faux-Aston. In the background, you have a Crown Victoria hard at work. Which car, I wonder, will still be on the road twenty years from now, or a quarter-million miles from now?
More pertinently, why is Ford so anxious in general that we, the buying public, forget the Panther? I suggested one reason a while ago, but surely there is something Ford can do with the heritage of reliability and durability they’ve built with the Panther.
Perhaps, in an era where “heritage” is plastered on garbage and used to sell Chinese-sewn clothing, the idea of having honestly built a million-plus durable vehicles simply doesn’t matter. Best to forget it and move on.
More by Jack Baruth
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You know, the Panther thing might be a little (and just a little) tongue in cheek. Or rooting for an underdog workhorse just for the sake of doing it. Hasn't anyone watched Rudy lately?
Why do you think Ford is anxious that we forget the Panther? Do you think it was a mistake that a Crown Vic is in the background of that picture? I think the picture is intentionally communicating that Ford has a proven heritage and an innovative future. It is silly to think that a corporation or agency would overlook the entire background of their marketing images.
Hard though it may be for some to admit, Ford's decision to kill off the Panther has everything to do with money and almost nothing to do with branding. The car was profitable thanks to fleet sales, but not profitable enough to make major changes. Hence, when updates were required (various new crash standards in particular, I believe), the cost of updating the car would have made the car unprofitable at current/projected production rates.
So sick of hearing about these darn cars. Toyota can make a FWD car that lasts maybe longer than a Panther. Why can't Ford? RWD is for sporty or luxury cars now, move on.