What happens with Honda or Toyota or Nissan? all the people into modding the car etc... insist on changing the badgeing to the other name when they mod the car. You also have the "grass is always greener on the other side. As has been said ford wants to give the same cars etc.. because they want to get rid of the "grass is always greener on the other side."
Also if they do a viral ad campaign in one market, it will reduce its effectiveness in other markets. Think of the Honda cog commercial (which in the US was the Acura tsx) that got massive viewership in the US, but it did not help sell that car here just because of how it was badged.
Everyone who says "changing the badge is not that hard" just does not get it. It's way more than just the badge. If you come up with a pun or anything that plays off the name, it will not work and that defeats the use of some global marketing plans, which means developing different marketing plans for different markets, which can mean $10 of millions more in developing the ad campaign.
Also this is not a case of things like the nova where it was not considered what the name meant. Names like the fusion etc ARE in use in the different markets, they are just tagged onto different vehicles. Let me guess so when we get the US version of the EU Fusion ford will call it the Kuga here
Also if you want a GLOBAL brand with GLOBAL products it's harder to do that if you have different names on the car. You have people moving, traveling, and dealing with people all over the world.
BTW I only showed the versions of those ads that were filmed with different actors. In MOST markets they just used the American ad, and dubbed over the voice. The british ad's were re-filmed because of Britain's frigging insane media laws in place to "protect" British jobs that would not allow apple to air the American version of the ad with non-British actors in it.
BTW, Are we still getting a "bronco" at some point that would be a version of the EU Fusion or south America EcoSport? Do they plan to unify this cars styling etc... for all markets and give it the same name, or continue to give it different looks and names when its basically the same car?