QOTD: You Knew This Was Coming…

Steph Willems
by Steph Willems
qotd you knew this was coming 8230

Forgive us for this post, one which yet again delves into a vehicle that, for good or bad, came in like the proverbial wrecking ball. Busted up the joint. People are abuzz, and so is Adam, whose opinions on the Ford Mustang Mach-E flowed like water through a breached dam on Monday.

Again and again (and not just from Adam) a hypothetical scenario reared its head — what if the Mustang Mach-E emerged from behind the curtain wearing another badge?

There’s only one other badge it could wear, as this isn’t an anything-goes exercise. It’s Lincoln. Keep the overall design almost entirely the same, obviously minus the ‘Stang-derived taillights and embryonic grille, throw on a Lincoln badge, and call the thing the Mark E.

Inquiring minds asked for an image, and Twitter provided:

Here’s a two minute attempt. pic.twitter.com/iaYnA8a5CK

— Matthew (@Plays_With_Cars) November 18, 2019

Compelling? Some thought so. Now, this ‘solution’ is only really a solution for those offended by the creation of a “Mustang family” in the first place — a family of which an electric, four-door crossover is now a member. Black sheep or red-headed stepchild, many would say.

Listen, as we’ve stated before, the transformation of a boring “compliance” EV of unflattering proportions into a sport-oriented, musclebound electric that kicks eco-justice messaging to the background is not a bad thing. If Ford wanted to make money off the thing, and that is its intent, the makeover was necessary. “I want to buy this” is a better sales motivator than “I should probably be buying this.”

And yet even shaplier curves and added grunt wasn’t seen as a sure-fire remedy. We’re talking EVs here; Ford doesn’t have the dedicated — and quite rabid — fan base Tesla enjoys. Ford can’t fall back on its “disruptor/tech adopter” status among those who line up outside the Apple store for their biannual phone purchase. And so the Mustang name was sacrificed, many would claim, in order to give the upcoming model a much-needed PR and mojo boost. Hell, we wouldn’t be talking about it if the crossover emerged under the name “EcoSport-E.” Lampooning it, perhaps…

While accepting that Ford’s EV clearly needed the combined might of all the King’s horses and all the King’s men to stand a chance of making it, the branding is still an acrimonious thing. Slap on a Lincoln badge, and the problem almost entirely disappears. While the Lincoln Mark series, minus the MK. VI, was strictly a coupe affair, the blowback wouldn’t have been nearly as immediate and venomous had Ford introduced a Lincoln Mark E Sunday night.

And it may have hit the market with a thud, regardless of its attributes (time will tell how the Mach-E fares on that score). After all, to get an invite to the big dance, first you have to get noticed.

So, with this in mind, do you think Ford would have been better off launching this crossover as a Lincoln? Okay, now throw dollars and cents into the equation. Do you still feel the same way?

[Image: Ford]

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2 of 60 comments
  • Matt51 Matt51 on Nov 19, 2019

    Ford..is..Stupid. Won't sell, won't get their invested money back, young people won't be able to afford it.

  • Tankinbeans Tankinbeans on Nov 19, 2019

    They could call it the Musk Oxcart, or The Streetcar Named Desire, for all I care. It doesn't fit my driving needs yet so I won't be gnashing my teeth too greatly.

  • Michael Eck With those mods, I wonder if it's tuned...
  • Mike-NB2 I'm not a Jeep guy, but I really, really like the 1978 Jeep Cherokee 4xe concept.
  • William I'm a big fan of 70s Lincolns. I really liked the 1980s Mark Vl. I thought it was very classy, and I never thought of it as a restyled Town Car. I did own a 1990 LSC, it was black over black leather interior. I loved the LSC as soon as they were introduced. I loved the sound of the duel exhaust, I thought it fit the car perfectly. I never had any problems with it. The 5.0 is a great engine, and never had any issues with the air suspension system. It had the the analog dash and I made good use of the message center. I highly recommend this Mark. The black paint and interior fit the car and me perfectly.
  • ChristianWimmer 1974 Dodge Monaco. I’m a nostalgic guy and want one of these so badly.
  • Zipper69 I got the form letter from Kia a few weeks ago and booked a time for the software update.Took around 1 hr 15 mn and you get free nifty stickers on the front door windows telling the thieves you are protected.