Ford Nearly Gave The Escape A Name That Resembles A Typo | Carscoops

      A name that was turned down, a lost opportunity, and a reminder that not all brilliant ideas make it through the boardroom, especially at Ford.

      Ford almost chose a different name for the Escape during its creative phase in the early 2000s, an idea originating from marketing veteran Leo V. Williams III. However, executives dismissed the name because it wasn't a legitimate dictionary word.

      Since 2001, the Escape has been an integral part of Ford's lineup, representing a compact SUV that helped establish the brand’s modern family utility category. Nevertheless, history might have unfolded differently.

      Had moments swayed differently, it could have stood alongside the Explorer, Expedition, and Excursion with a quirky yet similar name: the Ford Excape.

      Unfortunately, Ford's leadership was not on board. The suggestion, made by one of their own marketing managers, did not pass the boardroom review.

      What’s in a Name?

      At that time, Leo V. Williams III played a crucial role at Ford, having been instrumental in the development of the Expedition. Assigned the responsibility of naming that vehicle, he decided it should begin with “Ex,” complementing the naming pattern established by the Explorer.

      According to Williams, the name Expedition was inspired by his time in the Marine Corps Reserve, where the term "expeditionary" represented the ability to traverse any terrain and accomplish any objective. This ethos of capability and adventure aligned well with Ford’s vision for the new SUV, thus the name Expedition was adopted.

      The proposal resonated with Ford Division head Ross Roberts and Executive Vice President of Marketing and Sales Bob Rewey, both veterans who appreciated the connection.

      As Williams recounted in a recent interview on Ford’s media site, naming both the Excursion and Escape proved to be more challenging. The Excursion alone underwent up to a dozen potential names before a final decision was reached.

      What Might Have Been?

      “For the smaller SUV, the Escape, I actually wanted to take a risk and spell it ‘E-X-C-A-P-E,’ Williams shared.

      “This was during the height of hip-hop's popularity, and automotive names were getting increasingly creative. However, my superiors were preoccupied with the fact that it wasn’t a dictionary word. They liked the idea of being able to ‘escape’ from the mundane, so we retained the name while losing the unique spelling.”

      While it is somewhat disappointing that Ford did not choose the Excape name, it is not entirely shocking. In the early 2000s, traditional car manufacturers were less adventurous with their naming conventions compared to some today.

      There's a bit of irony in the situation, though. The European version of the Escape is known as the Ford Kuga, a name that, much like the rejected Excape, is absent from any English dictionary.