Vacant and devoid of ideas, Ford has resorted to desperate measures in pursuit of insignificance. This pursuit is exemplified in a deranged marketing campaign for the new Ford Capri electric. Ford’s misguided aspiration is to be “talked about,” under the belief that a lightning bolt of media saturation will enhance what scientists call “brand awareness.” The old saying goes, it’s better to be talked about than not at all.
However, this demented strategy reveals desperation and signals that Ford has exhausted its creative reservoir. Depending on quick-fix marketing campaigns is akin to consuming fast food: it may seem appealing and temporarily satisfying, but it will never exceed its initial brief.
Well, Ford has captured my attention, so let’s discuss the new Ford Capri electric. It’s essentially a rebranded Volkswagen ID7. The Capri name traces back to the overhyped Ford Capri coupe, which debuted in 1968 and ran until 1986.
The original Ford Capri aimed to bring the American muscle car experience to Europe but it was truly crap. The motoring media exaggerated its merits, influenced by corporate interests rather than objective analysis.
The motoring media isn’t bought off with backhanders or cash in swag bags, it is bought off with offers of advertising campaigns. But access is perhaps more valuable, it is the first step, the gateway to being bought and interned into the Ford way of thinking and delivering its message.
Yet, the motoring media was largely critical of Ford’s decision to revive a brand name that should have remained permanently buried. Ford tends to silence its critics, but in the case of the new Ford Capri, they’ve allowed the media to generate buzz around the brand name.
I begrudgingly admit Ford has succeeded in realising its demented publicity push. But what comes next? Likely nothing. The spotlight dims, exposing a flawed PR campaign destined to fail in generating sales success.
The new Capri electric is a billboard, a neon arrow pointing to Ford’s lack of innovation. For this reason alone, Ford Capri, you are arguably the worst car in recent memory.
