Is Ford Going To Change Its Performance Division's Name To '999?'

[silvrsvt]

WTF?!

 

http://jalopnik.com/is-ford-going-to-change-its-performance-divisions-name-1636759266

 

I've been under the impression that SVT was pretty much folded back under SVO or Ford Performance and outside of a couple badges on the Raptor doesn't exist?

[akirby]

I think they consolidated the groups but the SVT brand and engineers are still there. I think this is just completing the org consolidation they did a few years ago.

[lfeg]

Yea, 999. it makes as much sense as the names used on Lincolns.

[akirby]

Historically it makes a lot of sense.

 

http://www.mshf.com/museum/ford-999.html

[Anthony]

Historically it makes a lot of sense.

 

http://www.mshf.com/museum/ford-999.html

 

 

Yes, but a typical consumer (hell, even to the majority of Ford fans), it makes as much sense as a truck full of dead rats at a tampon factory.

[ZanatWork]

I loved SVO, still do...I don't see why it needed replacing.

[akirby]

 

 

Yes, but a typical consumer (hell, even to the majority of Ford fans), it makes as much sense as a truck full of dead rats at a tampon factory.

 

What sense did "SVO" or "SVT" or "SRT" or "AMG" or "type S" or "type R" or "redline" or "black" or "M" mean when they first debuted?

[Anthony]

 

What sense did "SVO" or "SVT" or "SRT" or "AMG" or "type S" or "type R" or "redline" or "black" or "M" mean when they first debuted?

 

 

Nothing... and that's not the point I was trying to make. SVT has equity....very good equity too. Why on earth would they give that up?

 

This is the exact thing Mulally wanted to get away from. Getting rid of naming conventions that had positive equity. Now that he is gone does that get thrown out the window?

 

BTW: saw him speak at the NAB radio show in Indianapolis a couple weeks back. Great speaker, the audience ate him up.

[sullynd]

Don't some people view 999 as the mark of the devil? (upside down 666)

 

I've always preferred FPV to SVT, and apply it to both Ford and Lincoln models.

[Hugh]

Just MHO, '999' was for one car before the company was established. It is historic but has no brand equity like SVT. I see SVT with it's names SVT, SVO, ST and RS as sub-brands. That makes sense to me not '999'.

[akirby]

 

 

Nothing... and that's not the point I was trying to make. SVT has equity....very good equity too. Why on earth would they give that up?

 

This is the exact thing Mulally wanted to get away from. Getting rid of naming conventions that had positive equity. Now that he is gone does that get thrown out the window?

 

Let's not get the cart ahead of the horse. They're just getting feedback on the name at this point. It's entirely possible they keep SVT for that very reason.

 

Although I don't know how much the public really resonates with that name. Focus is Focus ST now and most people refer to the SVT Raptor as just Raptor and the GT500 is the Shelby GT500 (no SVT).

[akirby]

Just MHO, '999' was for one car before the company was established. It is historic but has no brand equity like SVT. I see SVT with it's names SVT, SVO, ST and RS as sub-brands. That makes sense to me not '999'.

 

I didn't say I liked it or it was a good idea, just that it made sense historically.

[RichardJensen]

I don't think SVT has a lot of brand equity, and SVO's is almost nonexistent. ST and RS are quite anonymous. In fact, "RS" was a Chevy trim before Ford used it.*

 

I can think of two reasons why Ford would be looking at 999:

 

- it's language agnostic

 

- it's immediately distinguishable from "AMG", "M", "V", "SRT" etc.

 

I don't know if they'll use it, but there are clear reasons why they should investigate it, IMO.

 

 

* Yes, I know that we all know what SVT and SVO are, but we're Ford enthusiasts. Ford doesn't have to market to us.

[bzcat]

I wouldn't say RS is anonymous. It has a long history as the brand for Ford performance vehicles. Escort RS2000, Sierra RS500 Cosworth, RS200, Fiesta RS, Escort RS Cosworth, etc. and of course the more recent Focus RS. But other companies have used the letters too so I can see why Ford doesn't want to put a lot of brand building resources around it.

 

ST is kind of forgettable name. I wish Ford had gone back to XR.

 

SVT is like the American version of ST... a relative recent name brand that doesn't hold a lot of equity, and virtually unknown outside Ford enthusiast circles.

 

SVO appeared only on 1 car. As far as I'm concerned, it is a model-specific trim level like SHO is to Taurus. Not really a brand at all.

[traxiii]

I don't like it. Plus, what happens if you roll your car at the track, you'll have to explain that "mark" to the bible thumpers.

[mnm]

Ive worked for Ford for over 20 years. Ive never heard of this "999". Not once. This is the first time ever.

[Hugh]

 

I didn't say I liked it or it was a good idea, just that it made sense historically.

I'll clarify, I was just stating an opinion. I was not trying to argue. I just read the thread and said what was on my mind. Nothing more.

That said, I understand Chevy had the RS but I haven't seen a rally chevy in a while. I see the ST as a shorten 'Sport'. Now it would seem over the last 20 years, automakers have had a 'sport' trim line but no real 'sport' to them. Ford has had the Fusion, Edge and Explorer Sport which works. I know SVO has changed it's name to SVT. I know Shelby is understood more then SVT or folks just say 'Raptor'. I feel somewhere along the line it hits more emotional cords then saying '999'. But hey, I don't work for Ford whatever they do, they do. I do respect Ford that they are throwing it out there to the fans to see if it fits or not.

[SoonerLS]

* Yes, I know that we all know what SVT and SVO are, but we're Ford enthusiasts. Ford doesn't have to market to us.

But it's not like SVT vehicles are mass-market vehicles--they're vehicles aimed at enthusiasts, the kind of people who are likely to know what it is already.

 

I'm not saying that they shouldn't investigate it--maybe they'll come up with something better--but I'd bet that the SVT brand has a lot of equity in the target demographics. Whether or not it has equity among, say, base-model Focus or C-Max or F150 buyers is really irrelevant, I think.

Edited September 20, 2014 by SoonerLS

[RichardJensen]

Current SVT buyers and longtime Ford fans are probably a subset of the targeted US demographic.

 

It's also possible that this is primarily a push into China, with the understanding that the brand will be perceived as authentic in China only if it is also sold in the US.

 

The thinking in both instances is that the dedicated fans will buy the product regardless of name----

[ZanatWork]

 

What sense did "SVO" or "SVT" or "SRT" or "AMG" or "type S" or "type R" or "redline" or "black" or "M" mean when they first debuted?

There was actually a big deal about SVO when that Mustang came out, and the rumors/spy pics sections of various publications listed SVO as the engineers behind various performance Fords, even if they didn't end up wearing the label.

 

With the interest in SVO Mustangs getting piqued with the new Ecoboost variant, I'd think there'd be plenty of equity worth mining.

[Pioneer]

Anything is better than TRD.

[jpvbs]

Doesn't Ford now have a joint North America/Europe performance team? In Europe SVT really has no history. I think SVT is mostly known for American-style hot rod Mustangs and trucks. The Focus/Contour SVTs weren't big successes. If this team is developing a range of performance models for the entire world, then maybe a new name for the global performance team isn't a bad idea. A performance Focus or Fusion might be better off marketed under something that highlights a more "Euro" influence.

 

Also, "999" reminds people of the 100+ years of Ford's racing history - starting with Henry's efforts.

[twintornados]

....Also, "999" reminds people of the 100+ years of Ford's racing history - starting with Henry's efforts.

 

.....Except in Germany where it can be construed as "no no no"

[sullynd]

 

.....Except in Germany where it can be construed as "no no no"

A pirate goes to a doctor, worried that the moles on his back might be cancerous. The doctor inspects them.

"It's ok," he says. "They're benign."

The pirate replies "Check 'em again matey, I think there be at least ten!"

 

(I'm a day late for talk like a pirate day)

[RichardJensen]

 

.....Except in Germany where it can be construed as "no no no"

 

I'm pretty sure that they won't be using the English word for nine in German advertising.