What ford is doing is essentially creating sub brands under the Ford name. Look at Chrysler. They have the Chrysler brand for more general cars, Jeep for their off road SUV brand. Ram for their Truck brand and Dodge for their sporty car brand essentially. Ford has an established Off Road SUV brand name in the Bronco and an established Sports car brand name in Mustang. When Jeep launches the Renegade, a Unibody cross over that looks "rugged" they are using the image that the Jeep has built over the years (with the Wrangler mostly). Ford wants to launch their own little rugged crossover with the Baby Bronco. They could give it a random name with zero name recognition to back up the image they are trying to convey, Or they could pair it with an established name that consumers know. Same goes for the Mach E. They want to convey the sporty aspect of the car. Mustang is the brand name they have that does this. So now Ford is the Master Brand, and essentially the sub brands will be "Ford" for the every day consumer cars, "F-Series" for their truck line, "Mustang" for their sports cars, "Bronco" for their Offroad line and "Lincoln" as their luxury brand. You can make the argument that a baby bronco isn't a bronco and the Mach E isn't a Mustang, just like a Jeep owner could argue a unibody small cross over in the Renegade isn't a Jeep. I know it's not apples to apples because they didn't call it a "Wrangler Renegade", but Ford needs to anchor these new cars to something and an established brand name is likely the best way to do it.
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