As much as it’s good to celebrate all that’s good in the world of cars, it’s nice to share some of the cringeworthy moments, too. Back in 1992, Ford dominated the UK sales charts and commanded something like 30 per cent of the market – that, though, was heavily dependent on fleet orders. However, the product range was, frankly, dire, and private buyers were starting to look elsewhere.
The Scorpio, for instance, the company’s oldest car, was still capable, but was fading fast, and being slaughtered critically at the hands of younger executive cars. The 1989 Fiesta and 1990 Escort were even worse, with the latter receiving an emergency facelift just 18 months into its life.
They looked good, didn’t they?
The Probe looked sharp, but maybe not as much so as the Calibra. But the Mondeo, and the brighter future that followed it was almost here (and officially teased, too!)
Still, Ford had cars to flog and, in order to generate some buzz, it came up with this 90-second video showing off its wares to the best of their ability – and all to the thudding back beat of Brian May’s tedious Driven by You. There were glimpses of the motor sport challengers, such as the brilliant Escort RS Cosworth and successful Benetton F1 team, with Michael Schumacher at the wheel, but there was no hope of that rubbing off on the chod available at your local dealer.
You know what the biggest tragedy is? Twenty-five years on, the cars Ford sell today are excellent, and fare so much better against the opposition – and yet it commands half the market share. Probably, the rot started here…
‘Enjoy’ the video.