Ford Could Turn ‘Mustang’ Into Its Own Performance Sub-Brand

Get ready for a whole lot more Mustangs; according to Ford Europe design chief Murat Gueler, still more Mustang-branded model lines could follow the pure-electric Ford Mustang Mach-E unveiled last week.

Speaking to Autocar shortly after the Mach-E’s unveiling, Gueler called the pure-electric performance crossover Ford’s “step into the future, without ignoring history.” He continued: “There’s a lot of emotion with the Mustang, and it’s time to progress that and make it spread wider.”

Ford has no known plans to discontinue its gas-engine Mustang pony car, meaning it will likely sell alongside the new Mach-E when that model launches late in 2020. But if Gueler’s comments are anything to go by, the Mach-E might not be the end of the brand’s expansion. He indicated that the pony car’s runaway success in the European market has given the brand substantially more cachet, which presents a significant opportunity for Ford.

“The latest Mustang in Europe has gained another level of popularity, so we have a bigger base for the Mustang brand,” Gueler said. “Mustang is a big nameplate and it’s about time we applied electrification to it.

“People now understand we can do different things to different nameplates quite successfully.”

Asked about Ford’s decision to use the ‘Stang’s iconic galloping horse emblem in place of any traditional blue oval badging, Gueler responded: “We did our research and customers are totally okay with this. It’s the same on the Mustang itself, and it communicates how unique this car is.”

Presumably, other future Mustangs would follow the same protocol, eschewing the blue oval in favor of the ‘Stang’s logo. But exactly what the next product in the stable will look like is unknown, and Gueler was careful to specify that while Ford is working on EVs beyond the Mach-E, the automaker would “never do a smaller version” of the Mach-E.

“We don’t want to take a Russian doll approach, where you can’t tell them apart other than the size of the car, but we want a family feel where a Ford EV starts to build off this concept,” he told Autocar.

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