The Ford Capri: A Comedy of Errors

The Ford Capri appears to have fallen short in a number of areas

Ford's most recent attempt to bring the legendary Capri name back again to life has been nothing less than a farce. The Ford Capri appears to have fallen short in a number of areas, from dubious design decisions to a confusing marketing approach. Let's discuss the design first.

Now available as an electric SUV coupe, the new Capri resembles a combination of the Ford Explorer and the VW ID.4, with a hint of Ford Mustang added for good measure. It appears that the designers just combined their two favourite designs—a functional family SUV and a fast coupe—and called it a day. What was the outcome? a car that appears to be going through an identity crisis. However, the marketing effort is where the real humour is found. Ford chose to play a clip of Eric Cantona, a former forward for Manchester United, trying to connect in an electric car charger to a late Capri 2.8 Injection car's fuel filling cap.

You did really read correctly. It appears as though they have adopted strategies from the "How Not to Market an Electric Car" manual. The message appears to be, "Hey, we know our new electric Capri doesn't have a fuel filler cap, but look how cool and edgy we are!" To exacerbate the situation, the campaign's tagline is "The cars you always promised yourself." It seems like Ford is attempting to use our childhood disappointments to guilt-trip us into purchasing their new electrified SUV coupe.Do you recall your self-promised purchase of a Ford Capri?

Okay, so here it is! It's electric, too! Purchase it now, or live a lifetime regretting not achieving your childhood goals." To sum up, the new Ford Capri is a masterful example of how not to bring back a storied brand.

Ford should have done a better job at the drawing board, as seen by a design that tries to please everyone and a marketing campaign that is more perplexing than humorous. But hey, they made us chuckle at least, right?