Ad gimmick maybe. But it
Ad gimmick maybe. But it works. I bought one because the name caught my attention just before I pulled the trigger on a Model Y. There is no name in the Ford pantheon that indicates "performance" other than the Mustang name, meaning there was no way for them to indicate to the masses that it wouldn't be a bland EV like the Bolt or Kona other than by naming it a Mustang. Owning one now, it is definitely a Mustang. It's the first crossover I've ever owned that lets me hang the tail out in the corners and defaults to oversteer under power. There are plenty of people in my age and income bracket (early to mid 30s with one or two young kids) that need a crossover but want a sporty car, which is why sporty crossovers have become a thing. The Mustang brand is the Ford equivalent to S and RS in Audi, M in BMW, AMG in Mercedes etc. All vehicles I would have been shopping for if I didn't want an EV.
And the numbers speak for themselves. They've now out sold the gas powered Mustang since being released and its the first time they have made major inroads with a Mustang branded car in Europe.
And what do you think they're going to name the 2 door mustang when it goes electric. A Mustang, if it even makes it that far. Just like Porsche (traditionally a legendary maker of ONLY sports cars) makes the Cayenne and Macan, or Lamborghini (traditionally makers of only exotic supercars) makes the Urus. Ford is making a stance and saying the Mustang brand is their performance VEHICLE brand, not a specific car.