Tag Archives: Crossover

Ford Redefines Total Performance for the 21st Century

From 1963 to 1969, Ford embarked on a marketing initiative called “Total Performance.” This campaign was built around not only Ford’s involvement in pretty much every major racing series on this dihydrogen monoxide-rich orb (NASCAR, Formula 1, Indy car, drag racing, sports cars, touring cars and rallying), but also the tire tormenting capabilities of the cars Dearborn sold to Joe Consumer. Here in the U.S. of A., that meant things like mountain-motored Galaxies, booming Boss 302 and Boss 429 Mustangs, and wind-cheating fastback Torinos. Suffice it to say, high-test-gulping good times were had by all.

Skip ahead a half century or so to today, however, and the world is vastly different. The act of burning Texas Tea like it’s going out of style has, in fact, gone out of style. These days, the average new car or truck buyer is more interested in things like low operating cost and, in quite a few cases, ecological responsibility than out-and-out speed. Ford is well aware of this, but a funny thing happened when we accepted its invitation to try out some of its latest wares last week: We found that performance is alive and well under the Blue Oval. It just looks and sounds different.