To Bill Ford, Jr.:
You have committed an unforgivable sin by allowing the Mach-E to be called a Mustang. Your initial instinct of being opposed to naming an SUV 'Mustang' should have been followed. While doing so has generated a lot of discussion in the press and online you've also alienated a large and loyal segment of Ford buyers. We won't care how good the Mach-E is; we won't buy one simply on the principle that it is not a Mustang.
The brand has had struggles before. The Mustang II is not fondly remembered by most but it was still a proper pony car; a coupe with distinctive, recognizable styling that offered great looks with good value and actually returned the brand to it's roots after the bloated 1971-1973 cars. 1.1 million were sold over the production run during a time when domestic car sales were falling. Mustang II was a success because Lee Iacocca understood the brand and the buyers.
We all remember the near-disaster that ultimately became the Ford Probe. The Probe wasn't a terrible car but it wasn't a Mustang. Too much Mazda and too little styling could not have overcome FoMoCo's desire to move it to a front wheel drive platform. Enthusiasts howled and Ford wisely listened. The subsequent success of the Mustang as it soldiered on with an outdated chassis clearly shows what buyers want in the brand.
What we don't want is a vehicle that is not a Mustang; a car so far removed from what the brand means that I can't bring myself to post an image of it here. Yet another SUV-crossover thing with jellybean styling and--have you lost your grip on reality?--four doors can not be a Mustang simply by tacking on some badges and tri-bar tail lights. By calling this vehicle a Mustang you steal a heritage and brand image that has taken over 50 years to cement into the minds of consumers and enthusiasts alike. Yes, the Mach-E is probably a fantastic, leading edge vehicle that offers remarkable performance. You could easily have dug through the pile of unused Ford brands and called it anything else. Or here's an idea...maybe even boldly came up with a new name? You know, like your predecessors did in 1964.
The Ford Mustang has been a sporty two door coupe since it's inception and has remained so even through many of the darkest periods of it's history. Your approval of the name theft that has occurred with the introduction of the Mach-E will be a black mark against your legacy and that of the Ford Motor Company management. I implore you to retract this decision before the vehicle is released to the public. I would rather see the Mustang vanish into oblivion than be diminished by brand engineering that has no regard for legacy.
