Focus, Fusion, Freestar, Freestyle, Fivehundred, Fiesta, Fairmont, Falcon, Festiva and Fairlane, did I forget any? We've all heard how a name can make or break a car, the old story of how Chevy couldn't sell the Nova in Latin American countries because it sounded like Spanish for "No Go" and how the Maverick did well because of it's "macho" sounding name in the same markets. And of course the trend over the years to come up with different naming schemes, based on alpha-numeric mixes, such as MKX vs MDX or M5, Z/28. MX5 etc...
In the 50's when Ford's management was looking for the name for the new division to compete with GM's Buick, they had over 6,000 ideas before coming down to Edsel. But could Ford's naming scheme over the last few years be hurting their image as much as the bland product itself? Cars are F and SUVs are E right? How simpleminded is that. Luckily in Europe and other markets Ford doesn't sufffer this brain damage, in Europe you have the Ka, Fiesta, Fusion, Focus, Mondeo, Galaxy, Australia it's Falcon, Fairmont, LTD, Focus and Mondeo. Still too many F names, even if some of them are Iconic like Falcon. And possibly more F names like the return of Fairlane in the US?
Escape, Explorer, Expedition, Excursion and now Edge, nothing edgy about that, and maybe in the future maybe EcoSport? Trucks/SUVs fair no better than cars.
In fairness, not all Ford cars begin with F, obviously the Mustang and Crown Victoria, but the Crown Victoria is on it's way out and the Mustang is a commodity in itself.
I was talking to a friend and co-worker and he told me that the E/F naming scheme was one factor that turned him away from Ford. He had other issues, but this is among his pet peeves with Ford. And it's one of mine also. I realize that some names have been tainted and can't be re-used (Pinto/Bobcat) but what about some of the others? Maybe a part of the Inovation that Ford is driving towards should include a rethink on the current naming scheme? What's next the Ford Forgetable?