The Ford Mondeo Story

“Mondeo Man” in the UK is analogous to “Reagan Democrat” in the US. Traditionally a Labour voter, he votes Conservative because he’s more affluent and has enough money to buy a Ford Mondeo instead of taking the bus. But it wasn’t “Cavalier Man” or “Astra Man”, although Astra Man sounds pretty cool. It was “Mondeo Man” because the Ford Mondeo, like the Cortina before it, was such a popular car in the UK in the 1990s. So why did it fail as a world car, and why did it succeed but also fail as a world car 20 years later?

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