Ford’s New Capri EV Launch: A Fusion of Retro and Modern Marketing

As Ford gears up for the launch of the new Capri EV this summer, the automaker is taking a unique approach to marketing by blending old-school tactics with modern strategies. The upcoming Capri EV, set to debut on July 10, will be a fastback SUV version based on the VW ID.4-based Explorer, departing from its traditional two-door coupe design.

Reviving an Iconic Badge

Ford’s classic Capri badge is making a comeback in the form of an electric vehicle this year. To build anticipation for the new model, Ford has released a cryptic print ad that harks back to the original coupe. The ad, which references a fictitious restomod firm called Comeback Cars, is designed to unlock a detailed image of the new Capri EV on your smartphone.

A Nod to the Past

The use of the Capri name for the new fastback Explorer has been a topic of speculation, and this viral marketing campaign indirectly confirms it. While Ford has used the Capri name on various models over the years, the coupe produced between 1969 and 1986 remains the most iconic, particularly in Europe.

Merging Tradition with Innovation

The cryptic print ad from Ford features references to the Capri and EV without explicitly mentioning them. The ad copy emphasizes restoring classic coupes for a new era, hinting at the revival of the Capri badge in an electric form. By incorporating elements of nostalgia and modernity, Ford aims to generate buzz around the new Capri EV.

Looking Towards the Future

While the connection between old and new models may be subtle, the reintroduction of the Capri name is expected to draw attention to Ford’s latest electric offering. Despite the badge’s absence from European showrooms for decades, its revival in the form of an electric SUV is likely to spark interest and excitement among automotive enthusiasts.