Ford Cougar

Overview of the Ford Cougar

Ford have had a hard time getting over the Capri. The Probe never managed it, but the Cougar looks like it may be more successful. It appeals to a different customer; older, more affluent and often female. Unlike the Capri, you’d never pretend the Cougar is "the car you’d always promised yourself". Despite its bold new-edge styling, it’s not the sort of coupe that turns heads or has small children asking what it’ll do. No, the Cougar aims to distance itself from that image. It also looks to disassociate itself from the unfortunately named Probe, a car whose credibility was killed in the UK through its ownership by Gareth Cheeseman, an obnoxious office pest played by the comedian Steve Coogan. The Cougar is a far different proposition. Introduced in the summer of 1998, the Cougar was advertised by Dennis Hopper in a tribute to the movie Easy Rider. Understand the logic behind the advertisement and you’ll see Ford’s target market. It’s aimed at those who want to live just a little bit dangerously, to relive their youth whilst still maintaining an element of practicality. Ford’s research has also discovered that a large proportion of Probe buyers are female. So much for Dennis Hopper…

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