The business car community can be split into two parts: those that see a Ford Mondeo and think there’s another photocopier salesman with no choice over his company car, and those that see a Ford Mondeo and think ‘lucky man, I want one’.
With the new Mondeo Ford wants to move more people into the second category, but the best seller in its segment is seen as common, which could put off potential buyers understandably wanting something a little less popular. Yet the car is also exceptionally good at what it’s designed to do.
The result is that the Mondeo has been a victim of its own success: it’s very capable, so people buy lots of them, but that makes it more common, which turns off some buyers.
Ford’s solution is to make the new Mondeo even better, so its desirability outweighs any issues buyers might have about the numbers on the road.
