When Icons Go Electric: A Question of Identity

The Classic Car Trust — initiator of Roarington — is dedicated to exploring the heritage and evolving narratives of the automobile. As the industry moves through a decisive transition toward electrification, some of the most fascinating shifts are not purely technical, but cultural. Among them is a trend that raises both strategic and emotional questions: the reuse of legendary model names, originally tied to internal combustion, for modern electric vehicles. This phenomenon is not new, but it is becoming more visible. The aim seems clear — to create familiarity in unfamiliar territory. But when iconic names are applied to vehicles that differ fundamentally in powertrain, sound, and driving characteristics, the question arises: does the name still carry the same meaning? Take the case of Ford, which introduced the electric Mustang Mach-E. For generations, the Mustang has stood for a particular expression of American automotive identity — performance, noise, freedom. The Mach-E retains visual references and performance ambitions, but with a completely different architecture and character.

The Ford Mustang, long regarded as an icon of American muscle cars, has been reinterpreted as an electric SUV under the name Mustang Mach-E — a move that has sparked mixed reactions among enthusiasts.

Similarly, Porsche’s decision to use the “Turbo” badge on the electric Taycan provokes reflection. In its original context, “Turbo” referred to a specific mechanical enhancement — a turbocharger — and the driving dynamics it produced. In the Taycan lineup, the term has evolved into a trim-level signifier, disconnected from its technical roots.

“Turbo” was historically used by Porsche to denote models equipped with a turbocharger. In the case of the fully electric Taycan, the term now serves to identify higher-performance variants within the model range.

Renault, too, has revisited its past with the all-electric reinterpretation of the R5 Turbo. Once a dominant force in rallying, the original model represented raw power and racing agility. The new version adopts its aesthetics, but not its drivetrain or layout — and that shift may affect how it’s perceived by fans of the original.

The acronym GTi, originally standing for “Gran Turismo Injection” and long associated with the sportiest version of the Peugeot 205, has now been reintroduced on the electric version of the 208, signaling a continuation of the name in a new technological context.

Peugeot’s use of the GTi badge on the electric 208 similarly repurposes a name that was once tightly linked to accessible performance and a specific driving experience. In this case, GTi becomes more of a lifestyle indicator than a technical descriptor.

Lancia’s announcement of a fully electric Delta also touches on deep automotive memories. The original Delta was synonymous with WRC dominance, turbocharged engines, and rally-ready dynamics. While the modern iteration pays tribute to that legacy in form, it delivers a very different driving reality.

Recently, it was announced that the Lancia Delta will return as a fully electric model — a name historically associated with rally success and motorsport heritage.

Abarth, historically linked to racing-derived tuning and signature soundscapes, is also undergoing an electric transformation. This shift prompts a reassessment of what defines a brand’s identity when the underlying mechanics change so significantly.

Abarth, a brand known for its tuning kits and distinctive exhaust systems on post-war FIATs, is now taking steps toward an electric future — a move that marks a significant shift from its mechanical and acoustic roots.

From a branding perspective, the reuse of legendary names can offer continuity, recognizability, and reassurance in a time of rapid change. Yet it also raises questions. Can a name originally forged in one technological era be transplanted into another without losing substance? Will audiences embrace these reinterpretations, or experience a disconnect between memory and reality?

This is not about favoring one propulsion system over another. Rather, it’s a reflection on the role of names in preserving — or reimagining — the emotional and technical meanings attached to the automobile. In some cases, the reinterpretation might succeed in blending heritage with progress. In others, it may lead to confusion or even disappointment among long-standing enthusiasts.

Ultimately, the challenge lies in storytelling. As electric vehicles become increasingly central to the future of mobility, they may develop their own language — and their own legends. Perhaps the most compelling electric cars will be those that carry new names, free to define themselves on their own terms, rather than relying on inherited symbols from another age.