07 Oct 2024
More than four out of 10 (42%) dealers believe that reviving old model names is good for car sales, according to research carried out following the launch of Ford’s new Capri.
October’s new Startline Used Car Tracker shows that 32% think that bringing back the Capri means that buyers will take a closer look at the new SUV that bears the name.
However, 39% think that the Capri name should be saved for a future sports car and 21% that the badge won’t influence buyers. Additionally, 16% of dealers don’t remember the original Capri name and 16% believe it means nothing to buyers.
Paul Burgess, CEO at Startline Motor Finance, said: “There are some old cars that people have very fond feelings about and the Capri is certainly one of those, so Ford’s decision to bring back the name for a modern electric SUV is an interesting one and has aroused at least a little controversy among some in the motor industry.
“We thought it would be interesting to ask dealers what they thought of the idea and there is a sizeable amount of support with a substantial number thinking that it’ll help the new model – although many believe that the name should be saved for a sports car that has more in common with the original.
“The fact that 16% of dealers don’t appear to have heard of the Capri probably makes some of us feel a little old but despite the affection in which the model is held by many, this is a model that went out of production almost four decades ago.”
The Startline Used Car Tracker is compiled monthly for Startline Motor Finance by APD Global Research, well-known in the motor industry for their business intelligence reporting and customer experience programs. This time, 300 consumers and 62 dealers were questioned.