Look for the return of badges.
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Lincoln offered several hood ornament and other emblem decorations since 1922. Lincoln adopted a greyhound dog as its uniformed stand-up hood ornament in 1927. It typified speed, stamina and beauty. Photo: Ford.
According to a Ford Motor Company designer, J. Mays has ordered designers to dig back into Ford's history and make the exterior of Ford Motor Company products more distinct by bringing back classic nameplate badges and emblems while creating new ones.
Nameplate badges were a big part of a product's recognition through and 1960s and into the early 1970s, but only a few products still have distinct exterior badges. Those include the Ford Mustang's running horse, which only came back to prominence in 1993. The Mustang Cobra's snake emblem was only recently resurrected as well.
According to our source, Ford wants to focus more on individual nameplate recognition than have a product associated with a particular brand - like Ford or Mercury. Additionally, Ford feels that the current system of applying script names on products is too bland and corporate.
Ford already has new badging on the way for the Ford Expedition, Lincoln Navigator and Ford Escape. A Ford designer admitted to BlueOvalNews that creating a badge for the Escape proved challenging because Ford couldn't decide on which segment of the market they wanted to target - off roaders or urban dwellers. Ford may have decided on the later as the badge shows a cityscape in the background of the Escape's exterior badge.
Ford doesn't want cheap badges though. For example, they not only want the badges to have eye appeal, but dimensional and texture appeal as well. The badging may not be limited to Ford and Lincoln-Mercury products either. Ford is conducting a cost study to have all badges on Volvo branded models to be made out of aluminum.
Ford may also bring back classic engine badges, such as the V8 one on the current generation Ford Explorer. Thunderbird owners can certainly look forward to classic engine badging to reappear after disappearing for decades.
What may have inspired Ford to bring specific model badging back? Our Ford source pointed to the very successful marketing campaign of the Dodge Hemi engine. During the 1960s, Ford designated some of their engines as Thunder Jet, Cobra Jet and Boss. Those nameplates may once again appear on Ford products in the next several years as well.
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Patrick '93 Cobra