The all-new Ford Capri EV debuted back in July 2024 as the second Blue Oval model riding on Volkswagen’s MEB platform, along with the Explorer EV, and began shipping last fall. Those two models were supposed to help The Blue Oval transition its entire European lineup to EVs by 2030, but amid soft demand for both, the automaker later scrapped that plan and has since cut back production on more than one occasion. At the same time, fans of the old, sporty Ford Capri coupe have been keen to express their displeasure for the fact that this nameplate was resurrected on an all-electric crossover, but now, an ad agency is firing back at those folks.
“When Ford briefed us to resurrect the iconic Capri as an electric vehicle (EV), we didn’t quite understand what we were getting ourselves into. News that it was bringing back the legendary icon of the 1970s and 1980s had leaked, and the usual cadre of grumpy petrolheads were already up in arms online about what they saw as automotive grave-robbing,” Michael Hines, Group Strategy Director of Wieden+Kennedy UK, wrote in a recent post on The Drum.
What’s particularly interesting about these comments is the fact that Wieden+Kennedy helped The Blue Oval create a vintage-inspired ad campaign for the new Ford Capri EV, a move that leans on that model’s rich history and popularity. In fact, Hines admits that “when we spoke to our target audience, it was clear all the Capri’s cultural clout was a weapon. We chose to bottle Capri’s timeless spirit with a strategic platform of ‘electric mischief,’ and Capri’s Mischief Rewired campaign was born. The results were oodles of pissed-off Capri purists,” he added.
Indeed, a retro-inspired Ford Capri post on Instagram from the automaker drew its fair share of ire back in January, though that development wasn’t exactly new. Rather, from the second that Ford teased the fact that it was bringing the Capri back as an EV crossover, fans were quite literally up in arms, much the same way U.S.-based Blue Oval enthusiasts felt about the Mustang Mach-E when it launched. Heck, even Polestar CEO Thomas Ingenlath criticized the Capri recently, albeit, because of its strong resemblance to that company’s Polestar 2 EV.
Comments
Yeah, amazing how the marketing Karens don’t understand the auto enthusiast audience/buyers.
If you have to explain it, you’ve failed the marketing goals.
It seems obvious that the marketing people did not do their homework and/or they are too young to have known or experienced the original early 1970’s Capri. The new EV Capri does not take its styling cues from the first generation car. The Mach E does in fact take some styling from its ICE brother, I know, I own one. I also owned a 1971 Capri. My disappointment is valid.
…well at least they didn’t try to resurrect the name “Edsel”.
But give it time….
So funny!!
They still can rename it. The EV’s are just as successful as the Edsel
Ad Agency,
Is just out of touch and out of their league.
The 1979 Mercury Capri in the US was mostly a rebadged Mustang,
At least the 1979 one I had.
I love the early versions.
I’d buy one even if they called it a Falcon, Fairlane, Pinto or Econoline.