You know I recently thought about this same subject, about why I initially disliked a F5 and I know I am not alone in my thoughts. After seeing some incredible builds, the support they have because of the immense volume they have out there (dedicated options, parts, support, groups, owners, mods etc.) I reflect back, specifically after looking at a Daytona coupe. I was really impressed with what they had to offer. And I find myself saying "man, I am really considering getting on of these?"
So why am I like this? Where did I get this mental impression of an F5? I thought about it, and did not take too long to rememeber the really BAD builds, the donor builds with rusted interior parts, rusted engines, wires everything throughout the engine bay. Ignition wires hanging from the dash column, back firing,
oil leaking and on, and on, and on. I have 2 such builds in my area. Additional resentment is built up when you (my) kit car is put into dirrect reference to theirs - meaning (from the public perspective) all kits are the same, if they have an F5 with a mustang donor, you must have too. This just builds up any poor feelings I have had. I see myself getting angry when somone even refers it to as an F5, not that my mental impression is poor of the company itself, or to its many great owners, but becuase I cannot seem to get away from the mental impression of F5 = donor = junk (read on before you get angry). I am not alone.
I know this is wrong, I should not think like this and recently due to seeing some great Factory 5 cars, meeting some of their owners and looking at their Daytona Coupe. I have recently reflected and have changed my tune, or at least have tried to. And have looked at the many benefits one could have by owning such a vehicle. Their Cobra, which never has appealed to me (regardless of the support), can be built with the quality and care of any car. Unfortunately, in my teens, this was never the case. All I ever seen was an F5 abortion, which really hurt the image of the company. I am not the only one seeing this.
Factory Five, in my opinon, failed to do what many large successful companies have done to keep both sectors of business brewing; both high end and low end, not compromising their sales while keeping the impression from both markets that they are a high quality car manufacturing company. What they failed to do is segregate or departmentalize the marketing and branding of the car, its options and its quality and/or economy versions. There is only Factory Five, and one either knows them for an extremly economical kit or an extremly great kit, but not necessarily both (witht he exception of its proud owners).
Toyota and Lexus and Scion is a perfect example of this marketing. If Scion fails, Toyotas brand may be tarnished slightly (if at all) but they are not going to see any long term effects in regards to Toyota's sales. They move on. The average person going down the street does not even know that Scion has any realtionship with Toyota at all, its meant to be like this UNTIL Scion's brand is a success, once it is, Toyota's brand name can share in the glory. The benefit is obvious; Toyota it never looked to as "cheap high school junk", even if it would be, and the brands are seperated from the risk of failure.
F5 did not do this, and at least in the past, they show that they do not realize how bad builds, dirt economy setups have really hurt their brand image - the "perception" of their car and quality. And perception is everything (or a lot). Maybe they should have called one end of the company Eco Kobra-Stang or something, and left F5 to product the higher end complete setup with a pre-existing roller? Maybe I am off the mark. Maybe this is changing.
One thing for sure, it will be a long time until I can break away from that mental projection of F5 and a terrible donor build (but I am trying).
Gunner set it best
Quote:
|
If they keep that up, and discourage/de-engineer the crappy end of the build options, they'll shed the last of the poor rep eventually.
|
I think they need to go a step further and setup an "executive" branding, car and options. Not a Kirkrham, but not an F5 either. But there again, I think I own that car?