The Ford Country Squire station wagon is possibly one of the weirdest examples of corporate branding that I have ever encountered.
Our family had one. We had a lot of cars over the years, and, at one point, latterly, with a fairly large family, we would often have more than one car at a time. I remember that there was another station wagon that we had at one point, I can't remember what it was. But we did have a Ford Country Squire station wagon, for a long time, and it was even the car that we had when we took a trip across Canada in Canada's Centennial year.
First of all, there is the issue of the term station wagon, itself. Before the sport utility vehicle, and before the minivan, the station wagon was the standard American example of the large family car. But why call it a station wagon? It certainly has an implication of an agricultural utility vehicle, but really only in Australian parlance. In the United states, a farm is called a farm or a ranch. In England it might be called an estate. But it's only in Australia that a large agricultural spread is referred to as a station. So why do the Americans refer to a utility vehicle as a station wagon?
And then there is the model name of Country Squire. There were, of course, other models of station wagon. Even Ford had other models of station wagon. But the Country Squire was certainly popular, and possibly the most popular model of station wagon during the station wagon's run as the American family car. This possibly has to do with the faux wood trim that was added to the sides and rear of the country Squire. It definitely made it very identifiable. But why call it a Country Squire? Yes, I can see the attraction of referring to the country. A lot of the advertising for such a family vehicle would refer to the ability to travel out into the country for a family vacation, going camping and such. But why call it a Country *Squire*? Squire is of course a reference to gentry or minor nobility in Britain. But it isn't used widely in the United States. So why brand an American car as a Country Squire?



