Mustang Mach-E with Mustang logo
Jimmy Dinsmore's picture

It’s Time To Finally Get Over The Mustang Name Being Used On The Mach-E

From petitions to online comments, the Not A Mustang movement needs to end. Mustang Mach-E is part of Ford’s present and future, whether you’re okay with it or not.
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Like many of you, I was not happy with Ford when they first announced the Mustang name and logo would be used on a four-door crossover. Calling the all-electric Mach-E a Mustang seemed like blasphemy. An insult to a legendary nameplate even. Why not just call it just the Mach-E? Or better yet the Model E, since Ford gained the naming rights to that right out from under Tesla. It would have been so sweet to stick it to Tesla like that.

But Ford didn’t do that, for whatever reason. They decided to put the Mustang name on the Mach-E. We all love the Mustang. It’s part of Americana. On the Mount Rushmore of automobiles it’s front and center. All of that is without dispute.

As a Mustang historian and author of the book Mustang by Design, my knee-jerk (emphasis on jerk) reaction was to get mad. Make this not happen. Ford can’t do this. What can we enthusiasts do to stop this from happening? It’s such a bad idea. What are the Ford executives thinking?

All of these thoughts went through my head. So, with the passionate Mustang enthusiasts at the top of my thoughts, I started a petition on Change.org that demanded Ford change the name of the Mach-E and remove the Mustang name from it. I wanted to be voice of the enthusiasts.

Thus was born the #NotAMustang movement. It gained a lot of momentum. Many people felt just as passionately as I did. Many were vehemently opposed to it. So the movement got traction. I felt pretty good about myself for playing a role in the movement. Until I actually got some time with the Mach-E.

In the end, the movement, like so many petitions, went nowhere and accomplished nothing. Ford, as we know, went on to keep the pony logo and name on the all-electric Mach-E. Life moved on at the Blue Oval. And the Mach-E is available now and selling pretty well. Despite our protests.

Related story: Ford reports better than expected financial results.

Not A Mustang petition on Change.org

The Mustang Mach-E Is A Mustang
The above headline says it all. But let me make it clear, as one of the main dissenters in this movement. I’ll even italicize and bold it: The Mustang Mach-E Is A Mustang.

You know why it’s a Mustang? Because Ford says it is. And honestly, it’s their company. You either support Ford or you don’t. You can’t call yourself a Blue Oval fan and disparage the Mustang Mach-E at the same time. You can’t want the Mach-E to fail and still have Ford stock in your investment portfolio.

So, today I officially canceled the petition which had nearly 20,000 signatures. It could have had 200,000 signatures and it wouldn’t have changed Ford’s mind. And truth be told, maybe, just maybe, Ford was right to put the name on it.

As I wrote, after spending quality time driving the Mach-E, after driving the Mach-E it might change your opinion on it.

2021 Ford Mustang Mach-E

The Counter Argument Against the Mustang Mach-E
You should see the comments that I get bombarded with any time I post stories about the Mach-E. Even positive ones, like this one about the Mach-E getting some accolades from CNET or this one about Car and Driver naming it the EV of the Year.

The comments are predictable and tiring. "That’s not a Mustang." "Why couldn’t they just call it the Mach-E?" "A Mustang doesn’t have four doors." And those are just the tame responses. It doesn't account the troll-like or downright nasty comments. What all of these comments have in common is one thing: resistance to change.

It’s just a name. It really is. The Mustang, as we know and love it, is still around now. Heck, I just drove the GT500 and freaking loved it. And for at least the next several years, the beloved pony car is still going to be with us including a new generation coming in two years.

The Mustang name on the Mach-E does not hasten the demise of the Mustang. What will hasten it is a lack of sales. And the Mustang sales have been dropping over the last couple years. While many have griped about the Mach-E, they’ve neglected the Mustang.

Want the Mustang to continue as a two-door muscle car? Go buy one. That, and that alone, will keep the Mustang alive and well in more than just name only.

Mustang Mach-E charging

Final Thoughts
I don’t regret starting the petition. I do understand the angst and frustration by so many Mustang enthusiasts. The Mach-E should not be hated if you truly care about the Ford brand. And without a doubt the Mach-E is not a vehicle that will surpass hundreds of thousands of sales each year.

It, along with most EVs, remain a niche vehicle, attractive to a certain consumer. As Ford heads into the electrified future that is coming, whether you want it to or not, they’re leading the way with a beloved and iconic name on the grille. Isn’t that the honor of all honors for the beloved Mustang name and logo?

They didn’t slap the Edge or Escape name on it. No, it’s so important to the company that it warranted a big, bold move. If you think about it, it’s quite an honor, not a disrespect to the Mustang heritage, to call this important vehicle a Mustang.

It’s time to get over it and move on from this stale argument. I’m leading by example by proclaiming that the Mustang Mach-E is worthy of the name.

I’m sure I’ll take heat and plenty of comments. So please leave me your thoughts below.

Jimmy Dinsmore has been an automotive journalist for more than a decade and been a writer since the high school. His Driver’s Side column features new car reviews and runs in several newspapers throughout the country. He is also co-author of the book “Mustang by Design” and “Ford Trucks: A Unique Look at the Technical History of America’s Most Popular Truck”. Also, Jimmy works in the social media marketing world for a Canadian automotive training aid manufacturing company. Follow Jimmy on Facebook, Twitter, at his special Ford F-150 coverage on Twitter and LinkedIn. You can read the most of Jimmy's stories by searching Torque News Ford for daily Ford vehicle report.


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Comments

Thank you! I own an Ecoboost Premium (w/Performance Package) so I understand "it's not a Mustang" crowd. Even though there have been many 4 banger Mustangs in the past, if it doesn't have a V8..well, you know. I picked up a Mach-E Premium a couple of months ago. It's a Mustang, just like the Ecoboost is. Both are fun to drive and own.
Very good comparison to how the Ecoboost people get treated.
I haven't signed any petitions simply because I don't think that Ford is going to change their mind and rename the Mach-E. But I don't think that the Mach-E is a Mustang, and I will never call it one. I would also do the same if there was a Camaro, or Corvette SUV made. I suppose that the Maverick is OK because most people are not going to remember the Maverick car, or at least have some sort of attachment to it, or the name. I also think that calling the Taycan EV a "Turbo" is a terrible idea. Especially from a company like Porsche, who prides themselves on superior engineering. These are just stupid marketing moves. And in many ways marketing can work against a vehicle, as opposed to actual improvements in innovation, design, or engineering. Promoting an image rather than building a better car. So even though I doubt it will make any difference to Ford, I won't be calling the Mach-E a Mustang, and there is a chance that I may never own one (despite being a good EV) simply because adding the Mustang name leaves a bad taste in my mouth. But then again I'm not buying any Kardashian products, and they don't care either.
When I finally get my Mustang Mach-E (deposit made months ago but waiting for the GT Performance Edition), it'll be the third "Mustang" I've owned in my life. And it'll be more "Mustang" than the 1985 version I bought first. For the record, I still love my 2015 model, but I expect to love the new one just as much.
Good vehicle. But it is NOT a Mustang. #NotAMustang
It's not a mustang and it never will be, your the reason nobody likes journos. Resign.
It's actually you're, not your. That's why we have journos.
The name was just a ad gimmick. They could have called it a Taurus, Galaxie, Farlane ... or any number of old recognizable nameplates. What is Ford going to name the real Mustang when it goes electric. Are they planning on abandoning the 2 door in the future.
Ad gimmick maybe. But it works. I bought one because the name caught my attention just before I pulled the trigger on a Model Y. There is no name in the Ford pantheon that indicates "performance" other than the Mustang name, meaning there was no way for them to indicate to the masses that it wouldn't be a bland EV like the Bolt or Kona other than by naming it a Mustang. Owning one now, it is definitely a Mustang. It's the first crossover I've ever owned that lets me hang the tail out in the corners and defaults to oversteer under power. There are plenty of people in my age and income bracket (early to mid 30s with one or two young kids) that need a crossover but want a sporty car, which is why sporty crossovers have become a thing. The Mustang brand is the Ford equivalent to S and RS in Audi, M in BMW, AMG in Mercedes etc. All vehicles I would have been shopping for if I didn't want an EV. And the numbers speak for themselves. They've now out sold the gas powered Mustang since being released and its the first time they have made major inroads with a Mustang branded car in Europe. And what do you think they're going to name the 2 door mustang when it goes electric. A Mustang, if it even makes it that far. Just like Porsche (traditionally a legendary maker of ONLY sports cars) makes the Cayenne and Macan, or Lamborghini (traditionally makers of only exotic supercars) makes the Urus. Ford is making a stance and saying the Mustang brand is their performance VEHICLE brand, not a specific car.
It's not a Mustang. It is a nice vehicle, but no Mustang. If I had one I would have to remove the Pony. Maybe replace it with a Mule for fun. They are trying to make Mustang a brand. Maybe so some exec. with big ideas can sell it off in the future. Real smart.
You are a traitor, sir. A sell out to the jerks at Ford who thought this goofy idea up. They can call it what they want, but it ain't and never will be a Mustang. Dang, even the Mustang II had a gas engine and two doors.
I owned a 2012 Mustang Coupe and I loved it. There were lots of funky ass looking Mustangs in the past and people wined about those as well. They all got over it and those didn't were forgotten about. Same as this one. I'm buying one because I love the idea of having my favorite car move into the future and not die off. All ICE vehicles will be a thing of the past in our lifetimes and EV's will be the future. The only thing ICE Mustang owners have to look forward to are collectable plates on the car out in the barn!
Well said sir.
I’m glad Ford has seen into the future and wanted to make sure the Mustang was included in that. Get ready for the Mach e coup!
I have no interest in a Mustang as it’s impractical for me due to snow and two door. What I wanted last month was an EV/AWD. Didn’t want a Tesla. They are all over the place and look boring to me. I stopped at a local Ford dealer to give one a try not knowing what to expect as I didn’t read any reviews. They only had RWD but I left impressed. Went on a mission calling 26 dealers and finally found a Premium/AWD/ER. So hard to find as people are paying $5000 over MSRP. For all of you people stuck with names equating a specific image, get over it. Mustang sales are decreasing, gas prices are increasing and if Ford didn’t innovate there would be no Mustang in the future. Is that what you want?? I’m an old fart but I know young people want what is cool today. Not yesterday. They want the future, today, and Ford Mach-E delivers and placing the Mustang name before it adds performance, excitement and history still moving forward in the future. Go drive one and open up your mind to other possibilities!!